Cultural Perspectives in a Global Marketplace

Proceedings of the 2010 Cultural Perspectives in Marketing Conference

  • Dheeraj Sharma

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Cultures, Regions, and Identity

  3. Cross-Cultural Ethics and Social Responsibility

  4. Marketing Strategy and Performance

    1. Front Matter
      Pages 15-15
    2. Jorge Francisco Bertinetti Lengler, Daniel Jimenez Jimenez, Marcelo Gattermann Perin Pontifícia, Juan-Gabriel Cegarra-Navarro, Cláudio Hoffmann Sampaio
      Pages 15-16
  5. Consumer Behavior across Cultures (I)

    1. Front Matter
      Pages 22-22
    2. Enrique Bigné, Joaquin Aldás, Antonio Hyder
      Pages 26-33
  6. Business-to-Business Marketing across Cultures

  7. Cross-Cultural Research Methodology

    1. Front Matter
      Pages 35-35
    2. Raluca Mogos Descotes, Bjorn Walliser, Hartmut H. Holzmüller, Xiaoling Guo
      Pages 36-36
    3. Francisco J. Martínez-López, Juan C. Gázquez-Abad, Carlos M. P. Sousa, Jorge Lengler
      Pages 36-42
  8. Marketing of Services across Cultures

    1. Front Matter
      Pages 42-42
    2. Jonas Holmqvist
      Pages 42-47
    3. Guillaume D. Johnson, Claudia H. Tiako Tchocothe, Sonya A. Grier
      Pages 51-51
  9. Business-to-Business Marketing across Cultures

  10. Product Management across Cultures: Selected Issues

    1. Front Matter
      Pages 52-52
  11. Pedagogical Topics (I)

    1. Front Matter
      Pages 59-59
    2. Nils Høgevold, Tore Mysen, Göran Svensson
      Pages 70-70
  12. Consumer Behavior across Cultures (II)

  13. Special Session: trust in exchange dyads

  14. Pedagogical Topics (II)

    1. Front Matter
      Pages 73-73
    2. Jennifer Takhar, Sylvie Lacoste
      Pages 73-73
  15. Global Brands and Brand Equity

    1. Front Matter
      Pages 73-73
    2. José Coelho de Andrade Albino, Alexandre de Pádua Carrieri, Ana Luisa Castro Almeida, Felipe Jurdi Guimarães, Bruna Mota Machado Gomes, Adalberto Ribeiro de Oliveira
      Pages 75-75
  16. Country-of-Origin and E-Loyalty

    1. Front Matter
      Pages 76-76
  17. Professional Topics

  18. Special Session: International Cultural Issues in Pricing Strategy

    1. Front Matter
      Pages 83-83
    2. Sarah Maxwell, Larry King, Sabine Anselstetter, Carla Montenegro, Nicholas Maxwell
      Pages 84-84

About these proceedings


This volume includes the full proceedings from the 2010 Cultural Perspectives in Marketing Conference held in Lille, France with the theme Cultural Perspectives in a Global Marketplace. This volume presents papers on various topics including marketing management, marketing strategy, and consumer behavior.



Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.


Academy of Marketing Science Cultural Perspectives in Marketing Customer Behavior Developments in Marketing Science Marketing Research Marketing Strategy

Editors and affiliations

  • Dheeraj Sharma
    • 1
  1. 1.The University of WinnipegWinnipegCanada

Bibliographic information

  • DOI
  • Copyright Information Academy of Marketing Science 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-18695-5
  • Online ISBN 978-3-319-18696-2
  • Series Print ISSN 2363-6165
  • Series Online ISSN 2363-6173
  • Buy this book on publisher's site
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