Abstract
In recent years, there has been growing interest and concern about the impact of cultural and social values on international business. This is due to the accelerating interdependencia among nations and the growing role of U.S. and Western states in international trade, especially with the Third World countries. There is, however, much confusion about the term of "value," and what ought to be done to facilitate international marketers’ tasks in foreign markets. Thus, this paper aims to help in a better understanding of the value issue and to introduce a planning mdoel for value change.
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Heiba, F.I. (2015). Values Diffusion and Conflict in International Marketing: A Planning Model for Change. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_27
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DOI: https://doi.org/10.1007/978-3-319-16973-6_27
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16972-9
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