Creating a culturally sensitive marketing strategy for diffusion of innovations using Hofstede's six dimensions of national culture

Harish C. Chandan

Year of publication:	2014
Authors:	Chandan, Harish C.
Published in:	Handbook of research on effective marketing in contemporary globalism. - Hershey, Pa. : Business Science Reference, ISBN 978-1-4666-6220-9. - 2014, p. 66-91
Subject:	Interkulturelles Marketing \| Cross-cultural marketing \| Nationalkultur \| National culture \| Innovationsakzeptanz \| Innovation adoption

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