Concept analysis of “cross-cultural marketing”: an exploration

Abstract

Advances in international communication, travel and delivery systems have improved manufacturers' ability to market products and services to other cultures and nations. In today's competitive retail industry, cross-cultural marketing (CCM) is increasingly important as more firms enter the international marketplace. Our purpose was to analyze the concept of CCM, exploring how it is used and determining its attributes, antecedents, consequences, and empirical referents in order to clarify its meaning for use in international marketing scholarship and practice and to aid in understanding and promoting international trade and business relations.

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