Ford, Charles W.; Nonis, Sarath A.; Hudson, Gail I. - In: Cross Cultural Management: An International Journal 12 (2005) 4, pp. 36-50
Given the in creasing globalisation of economies, a growing number of marketing firms are expecting more of their profits to be derived from international sales. However, failure to account for or understand the effects of differences in consumers' cultural values on decision‐making will...
