Abstract
The world is increasingly an integrated marketplace. Economic and political barriers appear to be falling, and there is renewed appreciation for the benefits of free trade and international capitalism (Dornbusch, 1992; Koslowski, 1992; Meyerson, 1991). And yet, many U.S. firms continue to flounder in terms of their international marketing efforts, while the international performance of the U.S. business community as a whole has been characterized as extremely poor (Wills, Samli and Jacobs, 1991).
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© 2015 The Academy of Marketing Science
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Morris, M.H., Koleszar, W.L. (2015). Dimensions of National Culture and their Implications for Consumer Behavior and the International Marketing Mix. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_46
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DOI: https://doi.org/10.1007/978-3-319-13159-7_46
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