Authors: John Stanton, Guilherme D. Pires
Addresses: Associate Head of School, Research School of Marketing, University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 1797, Australia. ' Graduate School of Business, University of Newcastle, NSW 2308, Australia
Abstract: This article proposes that cross-cultural research frameworks used in international marketing should also apply to domestic marketing within culturally diverse economies. The cultural homogeneity assumption inherent in domestic consumer marketing is questioned by the existence of countries characterised by cultural diversity. The need for different research processes is questioned. Applying a linked-emic framework to within-country analysis, when faced with possible cultural differences within a country, can lead to a sound research process for determining segment selection and targeting.
Keywords: cultural differences; domestic marketing; economics; business research; etic; linked-emic; cross-cultural research; culture; consumer marketing.
International Journal of Economics and Business Research, 2009 Vol.1 No.3, pp.359 - 368
Available online: 31 Mar 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article