Adapted or standardized copy: Is non-cultural English the answer?
Year of publication: |
2014
|
---|---|
Authors: | Spielmann, Nathalie ; Delvert, Mathilde |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 67.2014, 4, p. 434-440
|
Publisher: |
Elsevier |
Subject: | Culture | Language | Globish | Advertising | Brand strategy | Adapt–standardize |
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