Cross-cultural research in international marketing: clearing up some of the confusion

Purpose – The purpose of this paper is to shed light on the discussion of cross-cultural research, in particular the use of dimensions of national culture, for international marketing. Design/methodology/approach – Discuss definitions of values and culture, analyze cultural models as to purpose and design and applications of models to international marketing. Findings – International marketers benefit from applying dimensions of national culture, but researchers make mistakes in applying and interpreting such dimensions, thus discrediting useful means of research for international marketing. Practical implications – Researchers should understand the problems of multi-level research and interpret dimensions better when using them for research. Originality/value – The value of this paper is in clearing up some of the misunderstandings about dimensions of national culture.