VALUE NETWORK FOR CROSS-NATIONAL MARKETING-MANAGEMENT - A FRAMEWORK FOR ANALYSIS AND APPLICATION

This article documents the centrality and importance of values in marketing, especially in the context of cross-cultural marketing management. Following an overview of the literature on values research, a synthesis of extant theoretical thought from several disciplines is used to develop a framework for guiding future research. This framework is presented as the Cross-cultural Value Network Paradigm that provides a strong theoretical model capable of identifying and explaining various cultural, subcultural, and cross-cultural influences on the personal values of marketing professionals which, in turn, affect their attitudes and behavior. An empirical example illustrates the utility of this paradigm in a cross-cultural research setting.