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

State of the art of cross-cultural consumer research. An analysis of the literature from 2005 to 2010

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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.

Abstract

Companies entering different country markets frequently face the challenge of adapting their marketing-mix to specific value orientations. Cross-cultural consumer research aims at supporting this adaption process. Therefore, research tries to develop theories that explain under which circumstances consumer behavior is culture-free or culture-bound. The present article conducts a literature review in order to examine how the field has developed from 2005 to 2010. The review systematically evaluates 92 relevant studies considering the research approach, the selection of cultural units, the operationalization of culture, and the type of consumer behavior. The analysis reveals that the field is growing in terms of quantity and variety. Additionally, recent studies have overcome some methodological problems of cross-cultural research. The article condenses the most relevant findings and derives implications for further research.

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Authors and Affiliations

  1. Professur für Marketing, Institut für Betriebswirtschaftslehre, Christian-Albrechts-Universität zu Kiel, Olshausenstr. 40, 24098, Kiel, Deutschland

    Stefan Hoffmann

  2. Lehrstuhl für Entrepreneurship und Innovation, Technische Universität Dresden, Helmholtzstraße 10, 01062, Dresden, Deutschland

    Sophia Fischer

  3. Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing, Technische Universität Dresden, Helmholtzstraße 10, 01062, Dresden, Deutschland

    Uta Schwarz & Robert Mai

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Correspondence to Stefan Hoffmann.

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Hoffmann, S., Fischer, S., Schwarz, U. et al. State of the Art der Forschung zum Interkulturellen Konsumentenverhalten. Eine Analyse der Literatur von 2005 bis 2010. J Betriebswirtsch 63, 45–86 (2013). https://doi.org/10.1007/s11301-012-0090-9

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