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The potential pitfalls of transferring constructs across cultural settings: Experience from NPD Research in Australia

Conference Paper


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Abstract


  • The purpose of this paper is to discuss the research design and methodology choices in the

    field of Marketing Management in order to choose the best “fit” for the authors’ research on

    developing a climate of trust within the new product development process. Many researchers

    often use constructs developed and empirically tested in other cultural contexts. This often

    allows for interesting cross-cultural comparisons. While useful, this paper cautions on the

    blind application of constructs and survey instruments. Reporting on experience from

    exploratory research carried out in the context of the NPD process in Australian

    manufacturing firms, we show the potential pitfalls and challenges that need to be examined

    in order to choose the most appropriate methodological approach.

Publication Date


  • 2009

Citation


  • Rowland, J. K. & Kyriazis, E. (2009). The potential pitfalls of transferring constructs across cultural settings: Experience from NPD Research in Australia. Australia and New Zealand Marketing Academy Conference (pp. 1-9). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2200&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1151

Start Page


  • 1

End Page


  • 9

Place Of Publication


  • http://www.anzmac2009.org

Abstract


  • The purpose of this paper is to discuss the research design and methodology choices in the

    field of Marketing Management in order to choose the best “fit” for the authors’ research on

    developing a climate of trust within the new product development process. Many researchers

    often use constructs developed and empirically tested in other cultural contexts. This often

    allows for interesting cross-cultural comparisons. While useful, this paper cautions on the

    blind application of constructs and survey instruments. Reporting on experience from

    exploratory research carried out in the context of the NPD process in Australian

    manufacturing firms, we show the potential pitfalls and challenges that need to be examined

    in order to choose the most appropriate methodological approach.

Publication Date


  • 2009

Citation


  • Rowland, J. K. & Kyriazis, E. (2009). The potential pitfalls of transferring constructs across cultural settings: Experience from NPD Research in Australia. Australia and New Zealand Marketing Academy Conference (pp. 1-9). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2200&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1151

Start Page


  • 1

End Page


  • 9

Place Of Publication


  • http://www.anzmac2009.org