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Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theories and practical applications based on this research? These are some of the questions and issues addressed in…

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This study aims at contributing to the international marketing debate by investigating the issue of standardisation based on the experiences of German firms operating in the US market. The sample was chosen on the basis of research indicating that studies on…

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Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theories and practical applications based on this research? These are some of the questions and issues addressed in…