Abstract
The multicultural South African environment poses significant challenges for South African business organizations. This paper reviews the initial results of a research project in progress, with major objective to analyze and compare emerging South African business strategies in dealing with the complexities of its multicultural environment. A comparative approach by way of cross-sectional corporate case study analyses is being followed.
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© 2015 Academy of Marketing Science
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Leibold, M., Hugo, R. (2015). A Cross-Sectional Analysis of Emerging Markets and Business Strategies in the Multicultural South African Environment. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_34
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DOI: https://doi.org/10.1007/978-3-319-17395-5_34
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17394-8
Online ISBN: 978-3-319-17395-5
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