Does Culture Matter? A Cross-Cultural Study of Executives' Choice, Decisiveness, and Risk Adjustment in International Marketing
- 1 October 1988
- journal article
- Published by SAGE Publications in Journal of Marketing
- Vol. 52 (4) , 81
- https://doi.org/10.2307/1251635
Abstract
The authors investigate whether a manager's home culture significantly influences his or her international marketing decisions. They also examine whether th...Keywords
This publication has 0 references indexed in Scilit: