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This special volume of Advances in International Marketing is focused on cross-cultural buyer behavior. Specifically, it explores topics that include the impact of new technology on consumer behavior in a global context; the role emotion plays in reactions to advertising and subsequent buyer behavior; and a timely public policy issue: how prescription drug advertising influences consumer behavior in the countries where it is legal. Moreover, new perspectives of culture's impact on buyer behavior are offered. We are delighted to feature the latest research findings and insights on this topic contributed by authoritative colleagues from around the world. It is guest edited by Professors Charles R. Taylor, Villanova University and Doo-Hee Lee of Korea University Business School.

Many thanks to Professors Marko Sarstedt, Manfred Schwaiger, and Charles R. Taylor, Volume 22 has assembled a set of outstanding articles addressing the methodological issues in international marketing research. Readers should find these articles informative and valuable. In addition to these articles on the special topic of international marketing research methods, a regular article is included in Volume 22. Advances in International Marketing encourages innovative research and “out-of-the-box” research ideas in international marketing. In future volumes, it will continue to promote special topic-based volumes, while also publishing “regular” papers that are reviewed outside of the themed volumes. The regular papers must show innovative research that addresses any significant issues in international marketing and should be submitted to the Series Editor.

“Garbage in, garbage out” is a common expression that academics and practitioners use to emphasize that empirical analysis is only as good as the basis on which it relies. Although the importance of sound data and valid measures has long been acknowledged, it is nevertheless often problematic to follow required quality standards in concrete research situations. Potential sources of error are usually unknown, methods to ensure data quality are unavailable, and existing methods for scale development, index construction, data collection, and data analysis are insufficient or erroneously applied. This is especially true of international marketing research, which often makes great demands on the data and measures used, as well as on the research methodology applied. Against this background, this volume addresses issues pertaining to measurement and research methodology in an international marketing context. Thanks to the efforts of authors and reviewers, we are pleased to present nine articles that deal with cutting-edge topics such as formative measurement, response-bias in cross-cultural research, marketing efficiency measurement, and segmentation methods.

The theme of this issue of Advances in International Marketing is cross-cultural buyer behavior. In developing the call for papers for this issue, we intentionally defined buyer behavior in a broad sense in order to allow for papers on innovative and cutting edge issues in buyer behavior to be included. Additionally, we made a special point of publicizing the call in various parts of the world in order to ensure multiple perspectives.

Purpose – A considerable body of literature has evolved on the topic of appropriate research methodology for cross-national data collection. Additionally, prior commentaries on cross-national research in the marketing have cited significant deficiencies in this body of research in terms of the theoretical foundations, methods, and analytical techniques used. The purpose of this chapter is to summarize guidelines for conducting cross-national research in marketing and assess the degree to which these rules are being followed.

Design/methodology/approach – The literature on cross-national research methods in marketing studies is first reviewed to identify key issues and methodological guidelines. A content analysis of cross-national studies appearing in 10 major journals in the marketing and advertising field for the period from 2005 to 2010 is conducted to assess whether the guidelines for researchers are being followed. The chapter also explores whether recent research is addressing key deficiencies identified by prior commentaries on this body of research.

Findings –Results are indicative of some promising trends. A wider range of theory bases, methodological techniques, and analytical techniques are being used in cross-national marketing studies. Additionally, methodological guidelines for conceptualizing studies, including following appropriate procedures to ensure equivalence and verifying the existence of cultural differences, are being followed at a higher rate than in the past. Still, some studies do not follow accepted guidelines, and there is a need for a wider range of theory bases and methods to be used.

Research limitations/implications – The study examines only cross-national studies published in 10 journals over a recent six years (2005–2010). As a result, no direct comparison to earlier periods is made.

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.

This paper examines Czech expectations of their advertising, the perceived intensity level of that advertising, and how various cultural factors affect the efficacy of that advertising. Findings suggest that the hypothesis that transitioning economies may be free of advertising clutter to no longer be true in the Czech Republic. Information gleaned from in-depth interviews and a survey suggests that effective Czech advertising reflects the collectivistic nature of the culture as well as the contextual level of communication. Simple, direct approaches that inform, along with the use of clever, humorous creative and group depictions, are often effective.

Purpose – Marketers are under increasing pressure to demonstrate the financial return associated with marketing expenditures. Concurrently, more attempts at measuring return on investment from marketing as well as achieving other long-term goals such as building brand equity and increasing shareholder value have been made. As a result of this emphasis, the degree to which advertising budgets are spent efficiently and the impact of these expenditures on the bottom line are an important topic to study.

Methodology/approach – This study applies data envelopment analysis (DEA) to a group of large firms to assess the degree to which companies spend advertising dollars efficiently and to examine the impact of advertising efficiency on investor behavior and, ultimately, stock prices.

Findings – The analysis reveals that firms that advertise more efficiently are rewarded by investors by positive stock returns.

Research limitations/implications (if applicable) – The study is limited to large enterprises with strong brands within a time frame of only four years.

Practical implications (if applicable) – The results imply that it is advisable for marketing managers not to limit their focus to increasing market-based assets at any cost. The efficiency of their efforts can send a positive signal to investors and contribute to shareholder value enhancement.

Originality/value of the chapter – The chapter finds investors to pay attention not only to the effectiveness of advertising activities but also to their efficiency. The study also demonstrates how DEA and stock return response modeling can be combined to investigate the link between advertising efficiency and investor behavior.

This paper provides a review of the academic literature regarding examining the standardization vs. specialization debate during the 1990s. While numerous studies have examined the validity of both strategies, it is clear that many companies are adopting an approach where broad strategy is standardized but actual advertising executions are localized as necessary. There is a need for future researchers to focus on how to effectively develop and implement standardized strategies as opposed to examining whether advertising should be standardized. Suggestions for further research are provided.