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| Author: | Holzmüller, H.H. Stöttinger, B. |
| Title: | International marketing managers' cultural sensitivity: relevance, training requrements and a pragmatic training concept |
| Journal: | International Business Review
2001 : DEC, VOL. 10:6, p. 597-614 |
| Index terms: | CULTURE INTERNATIONAL MARKETING MANAGEMENT TRAINING |
| Language: | eng |
| Abstract: | While it is widely accepted that culture is substantially affecting international marketing decisions, pragmatic concepts of how to achieve cultural sensitivity in international marketing are lacking. This paper aims to narrow this gap. |
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