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Cross‐cultural research in marketing has been dominated by survey‐based quantitative approaches; however, the assumption of prior validity required for the adoption of the survey approach to values in cross‐cultural research has yet to be established. This paper aims to review the literature and outlines the problems of the survey‐based approach to cross‐cultural values research. These criticisms relate both to the choice of the method and its execution. The paper outlines the multiplicative effects of these problems, that threaten the validity of the survey methodology in this context, and suggests a methodological alternative.

This paper reviews and synthesises the relevant literature on conceptual and methodological issues pertinent to the survey approach to values research in a cross‐cultural context.

A review of the literature suggests numerous methodological problems that threaten the validity and reliability of the survey approach to cross‐cultural values research. This review exposes a methodological gap that can be filled by a qualitative approach to the study of values in cross‐cultural research. In particular, the paper advocates means‐end methodology as offering significant strengths and addressing several of the weaknesses of the survey‐based approach to cross‐cultural values research.

The paper synthesises the literature on methodological issues in cross‐cultural values research, bringing together disparate criticisms which reveal the range of unresolved problems with the empirical, survey‐based approach to cross‐cultural values research; the paper also offers a suggestion for an alternative methodological approach. The means‐end approach is increasingly being used in various research areas; this paper highlights its appropriateness in a cross‐cultural context, as an alternative to predefined and culturally determined measures that limit our understanding of cross‐cultural values. Means‐end addresses many of the specific weaknesses of the survey method identified in the literature review. This discussion of methodological issues has implications for the field of cross‐cultural research more generally and suggests a critical re‐assessment of cross‐cultural methods is needed.

Notes that methodological problems are hampering the growth of cross‐cultural marketing research and presents a review of methodological issues to address these problems. Organizes these issues around a six‐step framework which includes elements such as problem definition, the development of an approach and research design formulation. Notes that the marketing research problem can be defined by comparing the phenomenon or behaviour in separate cultural contexts and eliminating the influence of the self‐reference criterion. Discusses issues in data analysis such as treatment of outliers and standardization of data. Concludes with an interpretation of results and report presentation.

To address three issues of survey-based methods (i.e. the absence of behaviors, the reference inequivalence, and the lack of cross-cultural interaction), the purpose of this paper is to explore the potential of using the behavioral experiment method to collect cross-cultural data as well as the possibility of measuring culture with the experimental data. Moreover, challenges to this method and possible solutions are elaborated for intriguing further discussion on the use of behavioral experiments in international business/international management (IB/IM) research.

This paper illustrates the merits and downside of the proposed method with an ultimate-game experiment conducted in a behavioral laboratory. The procedure of designing, implementing, and analyzing the behavioral experiment is delineated in detail.

The exploratory findings show that the ultimate-game experiment may observe participants’ behaviors with comparable references and allow for cross-cultural interaction. The findings also suggest that the fairness-related cultural value may be calibrated with the horizontal and vertical convergence of cross-cultural behaviors (i.e. people’s deed), and this calibration may be strengthened by incorporating complementary methods such as a background survey to include people’s words.

The behavioral experiment method illustrated and discussed in this study contributes to the IB/IM literature by addressing three methodological issues that are not widely recognized in the IB/IM literature.

The purpose of this paper is to capitalize on the advantages of an evidence-based lesson analysis while proposing a method of research on teaching that offers opportunities for deeper reflections. The objective is to examine how well a transnational learning project such as this one can determine the cultural script of a mathematics lesson in Malaysia through the perspective of Japanese educators well trained in the lesson study approach. Emphasis here is on a cross-cultural analysis to view in depth the cultural script of teaching mathematics in Malaysia with particular focus on how teachers respond to students’ mistakes in a mathematics lesson.

This paper draws on data collected by the authors in a lesson study in Malaysia that aimed to provide a cross-cultural analysis of a Malaysian mathematics lesson (grade 10) through the eyes of Japanese educators. Data retrieved should determine the cultural script of a mathematics class in Malaysia with an emphasis on Malaysian teachers’ responses to students’ mistakes in class. The cross-cultural analysis of a lesson is a comparative method that reveals the hidden factors at play by increasing awareness of characteristics in classroom situations that are self-evident to all involved members.

The findings are intended to the cultural script of Malaysia in the context of “classroom culture regarding mistakes” and “mistake management behavior.” The impact on the quality of teaching and learning also discussed in relation to how it can be improved in practice from the following perspectives: the teacher’s attitudes toward student mistakes; how mistakes are treated and dealt with in class; and how learning from mistakes is managed. The data in Table II provide a meta-analysis of evidences of “classroom culture regarding mistakes” and “mistake management behavior” of the teacher from the Malaysian researchers and practitioners’ perspective as well as from the lens of the Japanese educators.

This study realizes that both sets of research studies value the importance of mistakes. It is important to identify the source of students’ mistakes and further learn from them. In order to reveal the overall structure of the cultural script of lessons, we need to realize that various cultural scripts are at work in the production of any given lesson. In the future, the authors hope to develop the potential of this view of culture script of teaching through cross-cultural analysis for lesson study and curriculum research and development.

This study aims to capitalize on the advantages of evidence-based lesson analysis through the lesson study process while proposing a method of research on teaching that offers opportunities for deeper reflections. The objective is to examine how well a transnational learning project such as this one can determine the cultural script of a mathematics lesson in Malaysia through the perspective of Japanese educators well trained in the lesson study methodology.

The authors need to obtain reflective feedback based on concrete facts, and for this reason “lesson study,” a pedagogical approach with its origins in Japan, is attracting global attention from around the world. This study focuses on the discrete nature, the progression, significance, and the context of lessons. That is, by avoiding excessive abstraction and generalization, reflection based on concrete facts and dialogue retrieved from class observations can be beneficial in the process. The mutual and transnational learning between teachers that occurs during the lesson study process can foster the building and sharing of knowledge in teaching practice.

There is currently little empirical research addressing “classroom culture regarding mistakes” which mostly represents how teachers and students learn from mistakes in the classroom. This study focuses on a cross-cultural analysis to view in depth the cultural script of teaching mathematics in Malaysia with particular focus on how teachers respond to students’ mistakes in a mathematics lesson. The following perspectives are examined: the teacher’s attitudes toward student mistakes; how mistakes are treated and dealt with in class; and how learning from mistakes is managed.

The aim of this article is to address some aspects of a cross-cultural interview study conducted in a PhD research project. This is done by reflecting on and discussing the influence of language and culture on the research process, as experienced by the researcher.

The experiences have been taken from an interview study with fifteen American participants in which the researchers were Norwegian. The interviews were conducted in English.

By offering insights into experiences of the research process in a cross-cultural interview study, the article connects the discussion to the concepts of positionality and reflexivity. These concepts are found to be especially relevant when managing differences between the researcher and participants in cross-cultural studies, and for improving the trustworthiness of the research.

The experiences and reflections discussed in the article may be useful to other researchers in similar (cross-cultural) research contexts and situations.

This article has been inspired by the experience of conducting research in a second language and in a different country. By drawing on a researcher’s point of view, this article reflects on these aspects when working as a visiting researcher doing international research.

The purpose of this paper is to address the paradox that represents a shortage of women in management and senior leadership positions around the world, while research has consistently shown that having women in positions of influence leads to noteworthy organizational benefits, as guest editors for this special issue, the authors provide an overview of four key streams of cross-cultural research on gender – women in international management, anthropology and gender, women’s leadership, and women’s entrepreneurship – which have been fairly well-developed but remain underexplored.

Each author led the review of the scholarly literature stream that aligned most with personal research areas of expertise, while particularly focusing each literature review on the status of each body of work in relation to the topic of women and gender in international business and management.

The authors encourage future work on the role of women and gender (including gay, lesbian, and transgender) in cross-cultural management, and the influence of cross-cultural matters on gender. In addition to new research on obstacles and biases faced by women in management, the authors hope to see more scholarship on the benefits that women bring to their organizations.

New research could aim to provide specific evidence-based recommendations for: how organizations and individuals can work to develop more gender diversity in management and senior positions around the world, and encourage more women to start and grow bigger businesses.

Scholars can lead progress on important gender issues and contribute to quality information that guides politicians, organizational leaders, new entrants to the workforce.

This is the first paper to cover these topics and review the body of work on cross-cultural research on women in international business and management. The authors hope it serves as a useful launch pad for scholars conducting new research in this domain.

The study investigates extreme response style (ERS) in cross‐cultural research. Through a four‐country application of the Greenleaf ERS measure, finds that ERS varies between cultures and across response formats. Evidence is also found that the acquiescence response style (ARS) varies between cultures and response formats. Through a series of ANOVAs, it is shown how a post hoc response style adjustment can be used to minimize between‐group differences for ERS and ARS. Finally, this study illustrates how cross‐cultural market researchers, using a marketing‐oriented survey instrument like the CETSCALE, could reach erroneous conclusions by failing to adjust for between‐group difference in ERS. Implications for cross‐cultural marketing research are discussed.

Comparative consumer research is one of the neglected areas of marketing and consumer behaviour. This article advocates the importance and contribution of comparative consumer research to the field of consumer behaviour. Following a brief discussion of the “emic”, “etic”, and hybrid approaches to comparative consumer behaviour, the article focuses on the major considerations in the design of comparative consumer studies. It concludes with a brief discussion of the consumer behaviour and marketing areas which can benefit most from a comparative perspective.

The authors seek to show the extent and nature of qualitative research in international marketing in IMR (International Marketing Review) and then aim to understand and explain developments in this area. They explore the global coverage of extant qualitative work in IMR and reflect on the thematic focus, theoretical purpose, research design and transparency of methods prevailing in these studies.

The authors identify and content-analyze 79 qualitative international marketing-focused articles published in IMR from 1990 to 2010.

The analysis revealed several areas that can assist researchers in identifying gaps to be filled by future qualitative international marketing studies. These include: global coverage needs to be further developed; an increase in the number of comparative studies, yet insights from three or more countries remain scarce; extant qualitative studies seem to explore ten key themes; there is a growing trend in theory elaboration studies; interviews are still the most popular data collection method, yet the repertoire of methods is expanding; there is an upward trend in higher transparency in the description of data collection and analysis, but this needs further development.

The paper fosters the development of qualitative research in international marketing by: highlighting the value of qualitative research for advancing theory in this field; inspiring international marketing scholars to learn more about qualitative methods; and offering guidelines to researchers that seek to advance this field.