Parrotta, Pierpaolo; Pozzoli, Dario; Sala, Davide - Institut for Virksomhedsledelse og Økonomi, Syddansk … - 2014
Selling internationally requires products that resonate with an international customer base and therefore an approach to markets that is in keeping with diverse cultures (i.e., relational capital). As emphasized by international business studies, this relational capital is in turn related to the...
