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To standardize or not standardize international marketing : is it still a quest...
Soares, Ana Maria; Farhangmehr, Minoo; Shoham, AvivThe standardization versus adaptation argument has been raging for years and international marketing research about it has spanned some four decades, attesting to its far reaching theoretical and practical relevance. The purpose of this paper is to review the literature on this debate. Major theoretical and empirical contributions from companies’ and consumers’ points of view are presented. The importance of re...
Culture's influence on consumers : exploratory behavior and risk taking
Soares, Ana Maria; Farhangmehr, Minoo; Shoham, AvivThis theoretical paper addresses the influence of culture on risk taking and exploratory behavior. The cultural dimensions of long-term orientation, power distance, uncertainty avoidance, collectivism, and masculinity (Hofstede, 1984, 2001) are hypothesized to influence risk-taking behavior in general, and, through it, exploratory consumption behavior, risk taking, and risk attitudes and perception towards spec...
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