Article Citation

1. Article Citation- Culture study in international marketing: a critical review and suggestions for future research.

Attila Yaprak-School of Business Administration, Wayne StateUniversity,Detroit,Michigan,US

2. Main Objectives

The main objectives of this paper is to present a critical review of culture study streams in international marketing and offer suggestions for future development. The purpose of this paper is to shed light on the evolution of culture study in international marketing to paint a picture of how culture has been studied in earlier

research, how it is being studied currently, and how it might be studied in the future to

help in more accurately predicting behavioral change in individuals and firms as they

operate in different markets. As Nakata (2003) argues, international marketing

researchers need to generate more focused discussion on culture theory, per se, within

their field to help develop a more organic view of culture. She further argues that:

there is need for more literature reviews aimed at evaluation, discussion and promotion

of theory to create new opportunities that would engender rich and useful discourse,

furthering theoretical development and thereby the accumulation of knowledge in international marketing

3. Theoretical Foundation

4. Methodology

First, we need to develop methods with which to study converging and diverging

influences on culture, whether national or sub-national, in conjoint fashion (Gluesing,

2007; Leung et al., 2005). While we have evidence, for instance, that consumer values