A five‐country study of national identity: Implications for international marketing research and practice
Abstract
A number of studies in the international marketing literature have focused on the identification and discussion of differences across nations and cultures. Unfortunately, the majority of these investigations focus on existing differences without addressing which of these differences have the potential to substantially affect international operations or how to make comparisons within a framework which allows some measure of flexibility across nations and cultures. The objectives of this study were twofold: (1) to develop and measure the national identify of several different cultures in order to establish a means by which similarities and differences can be placed into a practically applicable context for international marketing decision making; and (2) to establish initial generalizable national identity norms for making broad cross‐cultural/cross‐national comparisons. The results based on a five‐country sample (i.e. the USA, Mexico, Japan, Sweden and Hong Kong) show that, within the theoretical framework of national identity it is possible to identify such differences. Implications for both academic research as well as managerial decision making in an international marketing context are presented.
Keywords
Citation
Keillor, B.D. and Tomas M. Hult, G. (1999), "A five‐country study of national identity: Implications for international marketing research and practice", International Marketing Review, Vol. 16 No. 1, pp. 65-84. https://doi.org/10.1108/02651339910257656
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited