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Management Review Quarterly

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01-02-2013 | State-of-the-Art

State of the Art der Forschung zum Interkulturellen Konsumentenverhalten. Eine Analyse der Literatur von 2005 bis 2010

Authors: Stefan Hoffmann, Sophia Fischer, Uta Schwarz, Robert Mai

Published in: Management Review Quarterly | Issue 1/2013

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Zusammenfassung

Unternehmen, die mehrere Ländermärkte bearbeiten, stehen vor der Herausforderung, ihren Marketing-Mix an Kunden mit unterschiedlichen Wertvorstellungen anzupassen. Die interkulturelle Konsumentenforschung soll diesen Anpassungsprozess unterstützen und sucht deshalb nach Erklärungsansätzen zur Kultur(un)gebundenheit des Kaufverhaltens. Dieser Beitrag zielt darauf ab, anhand einer aktuellen Literaturanalyse zu klären, wie sich die Forschungsdisziplin in den Jahren von 2005 bis 2010 weiterentwickelt hat. 92 einschlägige Studien werden hinsichtlich ihres Forschungsansatzes, der Auswahl der Kultureinheiten, der Operationalisierung von Kultur und der betrachteten Form des Konsumentenverhaltens systematisch analysiert. Es zeigt sich, dass Quantität und Breite der interkulturellen Konsumentenforschung zunahmen und dass methodische Probleme teils überwunden werden konnten. Aufbauend auf der Literaturanalyse verdichtet dieser Beitrag die zentralen Erkenntnisse der Forschung im Betrachtungszeitraum und leitet Direktiven für die zukünftige Forschung ab.

previous article Kundenbindung in Handels- und Serviceunternehmen – Die Wirkung von Kundenbindungsinstrumenten auf Einstellungen und Kaufverhalten

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Title: State of the Art der Forschung zum Interkulturellen Konsumentenverhalten. Eine Analyse der Literatur von 2005 bis 2010
Authors: Stefan Hoffmann
Sophia Fischer
Uta Schwarz
Robert Mai
Publication date: 01-02-2013
Publisher: Springer-Verlag
Published in: Management Review Quarterly / Issue 1/2013
Print ISSN: 2198-1620
Electronic ISSN: 2198-1639
DOI: https://doi.org/10.1007/s11301-012-0090-9