1. A Critical Review of Cross-Cultural Issues in Marketing Rese
Global companies must forget the idiosyncratic differences between countries and cultures and instead concentrate on satisfying universal drives." ... In the long run, as more markets become global and standardisation of marketing mix increases, the rate of cultural changes will also increase. ... He wrote that the emphasis tended to be on "procedures for controlling and minimizing (sic) measurement error rather than on diagnosing and estimating its magnitude empirically, much less coping with its inevitability presence." ...
- Word Count: 2515
- Approx Pages: 10
- Grade Level: Undergraduate