Titlebook: Beyond Hofstede; Culture Frameworks f Cheryl Nakata (Professor of Marketing and Internat Book 2009 Palgrave Macmillan, a division of Macmil

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The Regime of International Lawen et al., 1993), global consumer persuasion appeals (Aaker and Maheswaran, 1997), and national product development processes (Song et al., 2000). Despite their increasing application to global marketing issues, culture theories tend to be narrowly construed, of weaker conceptual forms, and dominate

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