| Summary: | Piyush Sharma is a professor of marketing in the School of Marketing at Curtin University in Perth,
Australia. He has about twenty‐five years’ combined professional experience in industry and
academics. Before joining the School of Marketing at Curtin University in Jan 2014, he served as
Associate Professor and Director ‐ Asian Centre for Branding and Marketing at the Hong Kong
Polytechnic University (PolyU). Besides teaching and supervising undergraduate and postgraduate
business students at PolyU, he also served as the Deputy Program Director for the Hong Kong MBA
program (2009‐12) and Associate Dean/Coordinator ‐ Internationalization (2010‐12) at PolyU.
Prof Sharma’s research covers services and international marketing, cross‐cultural consumer
behavior, counterfeit purchase behavior, and self‐regulation. His work appears in the Journal of
International Business Studies, Journal of the Academy of Marketing Science, Journal of Service
Research, Journal of Services Marketing, Journal of Business Research, European Journal of
Marketing, Journal of Marketing Management, Journal of Retailing and Consumer Services, Journal
of International Consumer Marketing, and Journal of Euromarketing, among others.
In his paper published in the Journal of the Academy of Marketing Science in 20101
, Prof Sharma
addressed several concerns about prior cross‐cultural studies that used Hofstede’s national scores to
operationalize his five cultural factors at individual level; namely ecological fallacy, unidimensionality
and limited evidence of construct validity and measurement equivalence. Specifically, this paper
reconceptualized Hofstede’s five cultural factors as ten personal cultural orientations and developed
a new 40‐item scale to measure them. It also established the validity, reliability, and cross‐cultural
measurement equivalence of the new scale and discussed its advantages over other scales.
In this talk, Prof Sharma will briefly introduce this paper and then share his current research that
extends his personal cultural orientations framework in a wide variety of contexts, including
intercultural service encounters, service experience evaluation, country‐of‐origin and consumer
ethnocentrism, counterfeit purchase and consumption, self‐regulation and regulatory focus etc. He
will also discuss the managerial implications of his ongoing work and directions for future research.
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