Originality/value of paper – This chapter outlines key guidelines for conducting cross-national studies in marketing. It also calls attention to the need to follow these guidelines based on the trend toward a majority of studies complying with them. Finally, the chapter calls attention to the need for certain theory bases and methods to be used more frequently.
Taylor, C.R., Luke Bowen, C. and Bang, H.-K. (2011), "The State of Methodological Practice in International Marketing Research", 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. 143-167. https://doi.org/10.1108/S1474-7979(2011)0000022010
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