Cover	1
	Contents	6
	List of Figures	8
	List of Tables	9
	Preface to the Paperback Edition	10
	Acknowledgments	24
	Contributing Authors	25
	Part I Introduction and Overview	30
	1 Going Beyond Hofstede: Why We Need to and How	31
	Part II Reviews and Critiques of Culture Frameworks	44
	2 So What Kind of Atheist Are You? ExploringCultural Universals and Differences	45
	3 Beyond Hofstede: Challenging the Ten Commandmentsof Cross-Cultural Research	66
	4 Culture Theories in Global Marketing: A Literature-BasedAssessment	87
	Part III Conceptualizations of the Culture Problem	104
	5 Culture in Context: New Theorizing for Today’sComplex Cultural Organizations	105
	6 Reflexive Culture’s Consequences	125
	Part IV Extensions of and Advances in Culture Frameworks	147
	7 Impact of Context on Cross-Cultural Research	148
	8 Conceptualizing Culture as Communication inManagement and Marketing Research	169
	9 Cultural Influence on Consumer Motivations:A Dynamic View	204
	Part V Alternative Culture Frameworks and Perspectives	221
	10 Shifting Perspectives: Multiple Cultures and CommunityEmbeddedness in an Anglo-German MNC	222
	11 Using Mental Models to Study Cross-Cultural Interactions	243
	Part VI Reflexive Considerations	266
	12 Reflexive Considerations of Culture Theories inGlobal Marketing	267
	Index	298