Malhotra, Naresh K.; Agarwal, James; Baalbaki, Imad - In: International Marketing Review 15 (1998) 6, pp. 476-506
While demand for many products has become more homogeneous across countries, cultural factors have strongly inhibited this change as well. In a multicultural world, cultural heterogeneity will continue to remain the most significant barrier to one global market. Cultures are resilient and...