Cross‐National and Cross‐Cultural Issues in Food Marketing Available to Purchase

With the collapse of the Soviet Union, the formation of the European Union, and current economic crises and cost considerations in various countries around the world, interest has been developing in cross‐national and cross‐cultural marketing opportunities in the sector of food. Today in the United States the food industry is of paramount importance, a trend that is evident in other nations. Opportunity exists for commercial growth on an international level by companies large and small. An understanding of the food marketing systems of different nations and cultures is necessary for growth and development by these companies. Different organizations and scholars have been studying various aspects of the field of cross‐national and cross‐cultural food marketing on a micro level. Analyzing these different studies evidences a need to conduct further study and to develop more theory—specifically on cross‐national and cross‐cultural food marketing at a macro level.