Navigating cultural complexity in global markets: insights and future directions from two decades of marketing literature

This study addresses critical questions related to cultural diversity, offering valuable insights for global marketing managers in formulating effective marketing strategies. Utilizing a robust systematic literature review methodology and the theory–context–characteristics–methods and POWER frameworks, the study comprehensively analyses 20 years of literature. The findings indicate that while the field has seen significant scholarly expansion globally, certain key areas have received comparatively less attention. The conceptual framework and future research directions outlined in this study offer a strategic roadmap for advancing the field. Contributions to theoretical development, contextual understanding, characteristic analysis, and methodological approaches are essential for bridging the theory–practice gap and fostering further development in the discipline. The study’s insights can support marketers and other stakeholders in enhancing consumer engagement, improving marketing effectiveness, and developing culturally sensitive strategies for global markets.