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| Tekijä: | Milewicz, J. Herbig, P. Day, K. |
| Otsikko: | Market signaling by multinational firms: An international comparison |
| Lehti: | Journal of Euromarketing
2002 : VOL. 12:2, p. 55-70 |
| Asiasana: | International marketing Multinational companies Asia Latin America Society |
| Kieli: | eng |
| Tiivistelmä: | Research into Market Signaling has largely centered on the elements of signaling and signaling strategy. This paper deals with a test of signaling elements with an international focus. The research is framed in the notion of the 'context' of societies. High context societies are implicit, where how something is said is more important than the message itself. According to E. T. Hall, high context societies would include Asian and Latin American societies. Low context societies are explicit, where the meaning of the message is predominantly in the message. Low context societies include North American and European societies. The research results are mixed. |
SCIMA