Viewpoint: international marketing studies ‐ time to break the English‐language strangle‐hold?

Abstract

Considers that mainly mono‐lingual marketing scholars in universities and business schools in the English‐speaking world may sometimes think that anything which is not produced in English is unlikely to be of notable theoretical or practical significance. Asserts that this is cultural myopia and intellectual self‐deception. In particular, identifies a problem of translating marketing terminology in former Eastern Bloc countries and Japan. Gives examples of translated words which do not convey the correct meanings because certain terms and concepts have not been absorbed into the national language or have different associations. Poses two challenges: how are we to account for such culturally diverse attitudes to the formal delineation and description of marketing; what is the implication for this diversity for the future evolution of international marketing studies?

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