Beyond Hofstede: Culture Frameworks for Global Marketing and Management
Description
Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.
Keywords
MARKETING_SOCIAL ASPECTSMARKETING_MANAGEMENT
2009Book
Author(s)Cheryl Nakata
PublisherPalgrave Macmillan
ISBN9780230202399
LanguageEnglish
