Can emerging markets tilt global product design? : impacts of Chinese colorism on Hollywood castings
Year of publication: |
May-June 2018
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Authors: | Hermosilla, Manuel ; Gutiérrez-Navratil, Fernanda ; Prieto-Rodriguez, Juan |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 37.2018, 3, p. 356-381
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Subject: | entertainment marketing | innovations | natural experiments | international marketing | colorism | movies | Hollywood | Filmwirtschaft | Film industry | Produktgestaltung | Product design | Internationales Marketing | International marketing | China | Schwellenländer | Emerging economies | Innovation |
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