Value network for cross-national marketing management: A framework for analysis and application

This article documents the centrality and importance of values in marketing, especially in the context of cross-cultural marketing management. Following an overview of the literature on values research, a synthesis of extant theoretical thought from several disciplines is used to develop a framework...

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Bibliographic Details
Published inJournal of business research Vol. 27; no. 1; pp. 65 - 83
Main Authors Segal, Madhav N., Segal, Uma A., Palmer Niemczycki, Mary Ann
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 01.05.1993
Elsevier
College of Business Administration, University of Georgia
Elsevier Sequoia S.A
SeriesJournal of Business Research
Subjects
International trade
Marketing
Marketing management
Multiculturalism & pluralism
Organizational behavior
Statistical analysis
Studies
United States > US
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Summary:This article documents the centrality and importance of values in marketing, especially in the context of cross-cultural marketing management. Following an overview of the literature on values research, a synthesis of extant theoretical thought from several disciplines is used to develop a framework for guiding future research. This framework is presented as the Cross-cultural Value Network Paradigm that provides a strong theoretical model capable identifying and explaining various cultural, subcultural, and cross-cultural influences on the personal values of marketing professionals which, in turn, affect their attitudes and behavior. An empirical example illustrates the utility of this paradigm in a cross-cultural research setting.
ISSN:0148-2963
1873-7978
DOI:10.1016/0148-2963(93)90016-I