Research World (December 2004)
More discussion and debate about intercultural issues is needed. Instead of talking about globalisation, generally from the suppliers viewpoint, it is more meaningful to focus on the challenge of managing diversity, and on the impact and consequences of culture on consumer behaviour. Marketing and opinion research can provide an important contribution to this, by making the cultural map more transparent and pointing the way, in particular through modern, qualitative research.
- This could also be of interest