Abstract
This paper constitutes a preliminary inquiry into how globalized competition in Marketing is changing Human Resources management in one particularly challenging area, that of cultural-linguistic expertise, expertise or skills which allow the company to interact appropriately and competitively with the cultural-linguistic environment of a target market area.
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Crawford, W.B., Chen, Hy. (2015). “Glocalization”:The Challenge of Market Globalization to Human Resources Development. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_113
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DOI: https://doi.org/10.1007/978-3-319-17320-7_113
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17319-1
Online ISBN: 978-3-319-17320-7
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