Originality/value of the chapter – This chapter provides original arguments to augment existing criticisms of CD research. It shows that findings from extant CD studies may not support the conclusions that have been reported in the literature. Future research should use methods that lead to correct interpretations of CD effects.
Franke, G.R., Hill, J.S., Ramsey, J. and Glenn Richey, R. (2011), "Difference Scores, Analysis Levels, and the (Mis)Interpretation of Cultural Distance", Sarstedt, M., Schwaiger, M. and Taylor, C.R. (Ed.) Measurement and Research Methods in International Marketing (Advances in International Marketing, Vol. 22), Emerald Group Publishing Limited, Bingley, pp. 31-51. https://doi.org/10.1108/S1474-7979(2011)0000022005
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