search query: @indexterm ANTHROPOLOGY / total: 28
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| Author: | Walle, A. H. |
| Title: | Beyond the ugly American |
| Journal: | Management Decision
1990 : VOL. 28:7, p. 11-16 |
| Index terms: | ANTHROPOLOGY INTERNATIONAL BUSINESS INTERNATIONAL MARKETING USA TECHNOLOGY |
| Language: | eng |
| Abstract: | The novel The Ugly American published in the late 1950s depicts the blunderings which can take place when decision makers are overly ethnocentric. Happily, in interpersonal dealings, executives are becoming more accepting the ways of other people. Anthropologists such as Edward T. Hall have developed a wealth of material which explores the habits and customs of other people and how to interact with them in different situations. Ironically, as Westerners have become more wordly in their interpersonal dealings, they have also embraced a strong "global marketing" orientation which contains a "covert ethnocentrism". It presupposes that the whole world is being transformed in the same way by technology. |
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