Marketing research across cultures

This chapter tries to answer the ever increasing internationalization and digitalization of the world. In the marketing process, just being aware of cultural differences doesn’t suffice. National markets internationalize by higher mobility between people and international markets are increasingly demanding more global advertising campaigns. There is an increasing need to find a marketing approach that reconciles such differences in a variety of ways. The authors distinguish seven cultural dilemmas that need to be reconciled to make marketing approaches more effective in a globalizing world. Therefore, marketing research needs to be defined as the elicitation and reconciliation of the dilemmas in bringing services and products to customers.