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Other Papers on :Marketing Research

Other Papers on :International Marketing

C/M/583. The impact of cultural factors upon the design and interpretation of international marketing research

(2007, 3000 words)

The paper discusses how cultural factors may affect the marketing research process. Hofstede's theory of cultural dimensions is reviewed and followed by the discussion of cultural issues in the international marketing research process. The paper supports the theory by examples from the automotive industry.
 
   
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