As markets develop globally there is a growing requiremnt for global information. Research can be carried out in most, if not all, countries and research services are available on a global scale either through multinational research groups or independent local research companies. Whereas some years ago market research would have been an alien concept in certain cultures, increasing use has made it acceptable virtually everywhere.
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- 1.Richard Lewis, When Cultures Collide (London: Nicholas Brealey Publishing, 1996).Google Scholar