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Revisiting cultures’ consequences in international marketing studies

Abstract This commentary revisits Hofstede’s “dimensions of culture in international marketing studies” paper on approaches to conceptualizing and operationalizing culture in marketing studies. Selected key questions in conducting cross-cultural studies are discussed in light of some of the recent contributions and developments in cross-cultural assessment. The study here argues that emic rather than etic studies may contribute for a more balanced view of culture and cultural influence.