haku: @indexterm law / yhteensä: 802
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| Tekijä: | Farley, J. Lehmann, D. |
| Otsikko: | Cross-national "laws" and differences in market response |
| Lehti: | Management Science
1994 : JAN, VOL. 40:1, p. 111-122 |
| Asiasana: | MARKETING INTERNATIONAL LAW |
| Kieli: | eng |
| Tiivistelmä: | International differences in general, and cultural differences in particular, exert profound influence on what people buy. In modelling market response, highly visible international differences in purchase behavior seem to lead to an assumption by management scientists that there are large parallel international differences in market response to such things as price and advertising. The authors argue that one promising approach to international generalization is through appropriate statistical adjustment of parameters from existing models. |
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