Methodological consistency and rigour continue to be remaining challenges in cross‐cultural research. Scholars need to reach a degree of standardization in the choice and application of research methods in conducting research across national and cultural boundaries. Seeks to propose a general framework for conducting cross‐cultural research and to demonstrate the use of such a framework to a specific research domain ‐ global sourcing activities. In the process reviews the existing empirical work in global sourcing and illustrates the application of appropriate research procedures.
Marketing Intelligence & Planning – Emerald Publishing
Published: Sep 1, 1997
Keywords: Cross‐cultural research; Global research; Methodology
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