Purpose – Cultural distance (CD) reflects differences in cultural values across countries. Many studies have used CD to explain strategies and outcomes in international business practices, although often with limited success. This chapter demonstrates previously unrecognized problems with the...

Technology is often defined as a valuable firm resource particularly relative to marketing functions in the organization ( Barua, Kriebel, & Mukhopadhyay, 1995 ; Bharadwaj, 2000 ; Christensen, Johnson, & Rigby, 2002 ). When resources are customized to match a marketing strategy, they become firm...