The increasing openness of economies and the phenomenon of globalization has led to know-how and innovation becoming the key factors for business in terms of competitiveness. Thus, the fact that the activities and services are increasingly innovative means that the construction of innovation is...

This empirical study analyzes the cultural basis of the United States market response to imported Spanish products that seem to violate strongly-held cultural taboos. Survey responses were obtained from students in two contrasting majors, Art and Business, in two distinct cities and...