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 |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010403584