Abstract:
Given that most multinational companies develop their products and services in the west their applicability for markets that are at a variance - cultural logistical or evolutionary - is suspect. This issue becomes more evident in the service sector where consumer contact is high. High product (and service) parity makes it important to give that extra smile or go that extra mile via innovations that take these differences into account. The author uses Geert Hofstedeâs cultural dimensions model as a basis to examine cultural and religious influences in order to help understand consumersâ mindsets and provide the analytical framework across studies conducted in the race to stay ahead.cult
This could also be of interest:
Research Papers
Sifting through the sands of cyberspace
Catalogue: ESOMAR Net Effects 5 2002
Authors: Arun Joshi, Koushik Gupta
Company: Nielsen
February 3, 2002
Research Papers
Shifting sands and winning brands
Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Dipen Mehta, Ken McDermott
 
November 10, 2002
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)