Berger, Ron; Barnes, Bradley R.; Silbiger, Avi - In: Journal of Business & Industrial Marketing 36 (2020) 12, pp. 2201-2218
Purpose: Managers of multinational enterprises (MNEs) from developed economies are often cautious to understand the cultural environment where they do business. This is predominantly true in developing economies, and even more so in certain Arab countries where MNEs have limited knowledge and...