Ethos, pathos, and logos of doing business abroad : Geert Hofstede's five dimensions of national culture on transcultural marketing
Year of publication: |
2014
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Authors: | Tran, Ben |
Published in: |
Transcultural marketing for incremental and radical innovation. - Hershey, Pa. : Business Science Reference, ISBN 978-1-4666-4749-7. - 2014, p. 255-280
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Subject: | Geert Hofstede | Interkulturelles Marketing | Cross-cultural marketing | Nationalkultur | National culture | Theorie | Theory |
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