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| Author: | Harris, P. Schuster, C. |
| Title: | Examining culture from both sides of the pond |
| Journal: | Journal of Euromarketing
1999 : VOL. 7:2, p. 1-8 |
| Index terms: | Marketing Culture |
| Language: | eng |
| Abstract: | Business today takes place in global market. Business activities, however, still take place through and with people. European and U.S. academics have taken difference approaches to the study of culture. Together they provide greater understanding. This integrated perspective is necessary for managing the paradox of how to employ effective marketing strategies in the face of both increasing globalization and increasing emphasis on cultural identity. |
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