Cross-Cultural Research in Transition Economies—A Marketing Perspective: From Theory to Practice

摘要: ABSTRACT Transition economy research has emerged during the last two decades as a new lens for examination of marketing and business phenomena. This study examines major theoretical practical issues that must be addressed when conducting in transition economies. The paper is both conceptual terms integrating different streams cultural study, prescriptive recommendations studies. Three inter-related fields individualism/collectivism; value types; World Values Surveys; serve frameworks developing agenda markets transition. existence non-trivial differences between people, therefore consumers, within versus developed economies also reviewed. relevance such considered from perspective academic practitioner applications.