With the growing internationalisation of markets it is not surprising that both researchers and marketers are more often intrigued by European communalities than differences. But generalisations across markets and countries, although quite plausible conceptually and intellectually, prove sometimes much less useful at an operational level. In fact, the growing fragmentation of individual demand calls for a profound understanding of consumer cultures and the dynamics of change. Markets are moving from mass products to products designed to meet highly differentiated consumer needs in various cultural settings. This calls for an equally sensitive and flexible approach to cross-cultural research.