Beyond Hofstede
Culture Frameworks for Global Marketing and Management
Business & Finance, Management & Leadership, Management, Marketing & Sales
| Author: | ISBN: | 9780230240834 | |
| Publisher: | Palgrave Macmillan UK | Publication: | July 16, 2009 |
| Imprint: | Palgrave Macmillan | Language: | English |
| Author: | |
| ISBN: | 9780230240834 |
| Publisher: | Palgrave Macmillan UK |
| Publication: | July 16, 2009 |
| Imprint: | Palgrave Macmillan |
| Language: | English |
Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.
Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.
