The possibility of marketing standardized products depends on the ability of the products to penetrate the cultural systems of the intended markets. A segmentation of markets into peripheral (culturally open) and central (culturally closed) consumption contexts makes it possible to identify...

Purpose – The purpose of this paper is to show that organizational behaviour and business relations in African countries reflect preindustrial social norms typical of kinship based, rural communities such as in-group/out-group differentiation, reliance on kinship and the use of gift-exchange...

The marketing implications are examined of a recent research project which shows how respondents from England “read” furnishing interiors from Denmark, and vice versa, in ways which are fundamentally different from those intended by the owners. The differences arise not least because the two...