Abstract
<jats:p>This chapter provides an integrative view of cross-cultural consumer behavior in the context of global marketing and business expansion. It exposes how globalization and digitalization have generated fluid and multifaceted cultural identities, challenging traditional segmentation models based on fixed categories. Through an exhaustive review of empirical literature, case studies and meta-analyses, four analytical models are identified that articulate contextual, technological, cognitive and behavioral variables. Practical examples in retail, streaming, fast food, ethical fintech and cross-border logistics are illustrated. The findings highlight the need for authentic adaptation, ethical audits of algorithms, and co-creation spaces with consumers. Finally, strategic recommendations and hybrid metrics are proposed to guide organizations towards inclusive, responsible, and sustainable marketing practices in culturally diverse markets.</jats:p>