What is, as I believe, actually one of the major challenges in cultural/intercultural (or crosscultural) marketing is the relationship between brand culture and consumer culture. Another, related issue is the conception and development of a theoretically and methodologically "sound" approaches for describing ("modelling") personal culture and its multiple expressions in the daily life agenda of people.
I believe the cultural orientation still exist but the influx of migrants into individualist culture could have lead to changes within the cultural orientation which requires further research. An example will be UK which is highly individualistic but if same study is carried out in 2014, I can assume there will be considerable difference.