Guest Editorial

This special issue of Academy of Marketing Science Review focuses on “cross-cultural issues in marketing research.” Managerial decision making in marketing must be considered in a cross-cultural context today not only because of the globalization of markets and market activities, but also because of the increasing multi-culturalism affecting marketing practices in a number of individual countries. Marketing researchers must remain acutely aware of the special concerns inherent in cross-cultural research and consider corrective actions which can be taken to ensure the appropriateness of data collection and comparisons across different cultures.