Beugelsdijk, Sjoerd; Slangen, Arjen; Maseland, Robbert; … - In: Journal of Business Research 67 (2014) 8, pp. 1638-1646
Research on how multinational firms deal with home–host cultural differences argues that cultural differences are minimized and assumes that foreign cultures are homogenous. In this paper we relax the cultural homogeneity assumption. In the presence of cultural variation in host countries the...