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The purpose of this paper is to understand the impact of American culture-oriented values, Chinese culture-oriented values and self-improvement values on luxury value perception through acculturation by examining an acculturated sample (Chinese living in the USA), a host cultural sample (Caucasian-American) and a home cultural sample (Mainland Chinese).

In order to examine the acculturative changes of Chinese living in the USA in terms of the influence of American and Chinese culture-oriented values and self-improvement values on their luxury value perception, data were collected via three online samples: host (American), home cultural (Chinese) and acculturated (Chinese living in the USA). Effects of acculturation were tested via comparisons between acculturated to host and home cultural samples.

Compared to that of Mainland Chinese and Caucasian-Americans, luxury value perception of Chinese living in the USA is jointly influenced by both American and Chinese culture-oriented values. The influence of cultural values on luxury value perception of Chinese living in the USA is not strengthened by their wish to integrate into the American culture or to maintain their Chinese culture. Nevertheless, Chinese living in the USA show more significant self-improvement (standing out) and conformity (fitting in) motives in luxury value perception when they wish to integrate into the mainstream culture.

The authors surveyed acculturated sample, host and home cultural samples to test the bidimensional acculturation model (Berry, 1997) in the context of luxury consumption. Although the conceptual model is not fully supported, this research broadens current understanding of the effect of acculturation on luxury value perception.

To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.

Recent research on the social psychology of globalization, cross-cultural consumer behavior, consumer culture, and global branding is reviewed to develop a theoretical framework for building, leveraging, and protecting cultural equity.

Provides an actionable definition for a brand’s cultural equity, discusses consumer responses to brands that relate to cultural equity, identifies the building blocks of cultural equity, and develops a framework for managing cultural equity.

Research conducted mainly in large cities in North and South America, Europe, the Middle East, and East Asia. Generalizations to less developed parts of the world might be limited.

A very useful theoretical framework for managers interested in building cultural equity into their brands and for leveraging this equity via new products and the development of new markets.

The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.

In this article, we examine the demographic changes in the American population and look at communication and culture to make cross‐cultural communications more effective by resolving the problems that occur when communicating between co‐cultures. Therefore, for comparison purposes, we will look at the three major co‐cultures (African American, Asian American, and Hispanic American) as they relate to communication and what is considered the majority culture, European American, and their respective communication patterns. Finally, the authors present guidelines for training programs.

This study provides practical guidelines for public relations campaigns targeted at Arab and American audiences. The authors examine various cultural frameworks for conceptualizing differences and similarities in the Arab and American cultures. They conclude that both cultures suffer considerably from biases and stereotypes.

The monograph argues that American racism has two colours (white and black), not one; and that each racism dresses itself not in one clothing, but in four: (1) “Minimal” negative, when one race considers another race inferior to itself in degree, but not in nature; (2) “Maximal” negative, when one race regards another as inherently inferior; (3) “Minimal” positive, when one race elevates another race to a superior status in degree, but not in nature; and (4) “Maximal” positive, when one race believes that the other race is genetically superior. The monograph maintains that the needs of capitalism created black slavery; that black slavery produced white racism as a justification for black slavery; and that black racism is a backlash of white racism. The monograph concludes that the abolition of black slavery and the civil rights movement destroyed the social and political ground for white and black racism, while the modern development of capitalism is demolishing their economic and intellectual ground.

Purpose – The purpose of this paper is to examine the preferences for conflict management styles of Thais and Americans in multinational corporations in Thailand. Gender and the length of exposure to other cultures were also taken into account as influences on the preference for conflict management styles. Design/methodology/approach – Quantitative methodology was used. A total of 250 Thais and 64 Americans from 73 multinational companies were asked to complete the questionnaires consisting of conflict management style instrument and a set of demographic information. ANOVAs and Pearson's correlations were used for data analysis. Findings – Thais, compared with Americans, preferred avoiding and obliging conflict management styles and exhibited no differences in preferences for other styles. Males and females did not exhibit differences in preferences for conflict management styles. There was a negative correlation between length of stay abroad for Thais and preference for avoiding and obliging conflict management styles, and a positive correlation between length of stay abroad for Thais and preference for a dominating conflict management style. Research limitations/implications – The language of the instrument, the small number of American female participants, and the positions of the participants may limit the generalization of the findings. Practical implications – The paper presents a very useful source of information for people working in multinational corporations and trainers in the area of intercultural communication. Originality/value – This paper provides new insight into the preference of conflict management styles in a multinational context, the entity in which people from many cultures directly interact (intercultural perspective). The length of exposure to other cultures was also investigated in relation to the preference of conflict management styles.

This article aims to analyze the Iranian and American national cultures and to discuss the implications of cultural differences for communication/negotiation styles.

First, the concept of culture is framed and an integrative model of cultural analysis is constructed. Then, building on the extant literature and secondary data, the various traits of American and Iranian national cultures are analyzed and the implications for communication/negotiation are discussed.

It is found that Iran and America portray dissimilar and somewhat opposed cultural orientations that might create substantial obstacles to their bilateral communications/negotiations. Recommendations for more effective communications/negotiations are provided and avenues for future research are pointed out.

Both Iran and the USA are diverse societies and obviously cannot be considered as monolithic cultures. Moreover, any generalization about the national culture is inherently approximate and does not take into account the intra‐country variations. Another major limitation of this study is that it considers culture as static and unchangeable, however, every culture is in constant transformation.

By bringing insights into the American and Iranian cultures, this study provides a better understanding of cross cultural differences and thus it may lead to effective bilateral communications/negotiations.

While this paper provides valuable insights into the Iranian‐American communication patterns, its main originality resides in offering a cross cultural approach to understanding international affairs. Moreover, the results can be extrapolated to other similar situations when Eastern/Islamic and Western cultures are involved.

The purpose of this paper is to propose cultural equity as a construct to better understand the characteristics that define a culturally symbolic brand and the downstream consequences for consumer behavior and nation branding in the era of globalization.

This paper is an empirical investigation of the knowledge and outcome aspects of cultural equity with a total of 1,771 consumers located in three different countries/continents, 77 different brands as stimuli, and using a variety of measures, surveys, lab experiments, procedures and consumer contexts.

Cultural equity is the facet of brand equity attributed to the brand's cultural symbolism or the favorable responses by consumers to the cultural symbolism of a brand. A brand has cultural equity if it has a distinctive cultural symbolism in consumers' minds (brand knowledge aspect of cultural equity: association with the central concept that defines the culture, embodiment of culturally relevant values and embeddedness in a cultural knowledge network), and such symbolism elicits a favorable consumer response to the marketing of the brand (outcome aspect of cultural equity: favorable evaluations and strong self-brand connections).

This paper offers a framework that allows marketers to develop cultural positioning strategies in hyper-competitive and globalized markets and identify ways for building and protecting their brands' cultural equity.

This paper advances our understanding of brands as cultural symbols by introducing cultural equity and integrates prior research on brand equity, cross-cultural differences in consumer behavior, country-of-origin effects and nation branding.

The art of negotiation has been explored in a number of bestsellers over the last decade. With the advent of a truly global economy, international and cross‐cultural relationships are forming out of necessity. The potential for error when talking between cultures is considerable and many negotiations have failed owing to cross‐cultural communications breakdown. Pointers are presented of the pitfalls to watch out for when undergoing cross‐cultural negotiations and how to avoid them so as successfully to complete agreements with those from other cultural backgrounds.

The purpose of this paper is to clarify the role of American culture in social foresight as practiced by American futurists. It also seeks to describe how American culture has been expropriated by corporate culture, which is global. Finally, the paper seeks to depict various scenarios of the future of the USA and to consider an imperative of the futurist to reform the role of the professional futurist consultant in the capacity of social foresight that sets as its chief aim the transformation of business practice towards a sustainable, restorative economy.

The paper is a critical approach to American and corporate culture by exposing major assumptions behind business ideology and practice. It also applies the same critical approach to the way futures has been practiced within the capitalist paradigm during the past 50 years. It is a civilisational critique that also points towards an integral solution for sustainable, restorative business practice.

It was found that superficial efforts at sustainable solutions will not be enough to manage the impending collapse of industrial civilization. What is required is a wholesale transformation that is indicative of a paradigm shift towards a natural capitalism in which business practice is totally guided by sustainability and restoration of the natural systems rather than mere, narrowly focused “bottom line” ideology. It finds that social foresight can play a positive role in directing this transition and crisis of humanity.

Hopefully, the paper will contribute to the progress of futures towards a more specifically focused matter of social foresight. It should help futurists to recognize their leadership role, which should guide business entrepreneurs and social innovation towards the realization of sustainability and restoration. At the same time, it emphasizes the need to embrace rather than shun activism, to link with other progressives who seek to redefine the relationship of government and business through democratic means. The paper emphasizes the need to protect and restore a future that is being systematically undermined and destroyed.