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Research papers

To comfortably borrow or to own

In this paper we describe various examples of the common practises of customising imported concepts or creative ideas to Asian markets. We see that many efforts are aimed to enable the target only to borrow these ideas. We argue that the essential...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Authors: Paramita Mohamad, Claire Littlewood Koch
November 1, 1997
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Citation

Mohamad and Koch (1997a, November 01). To comfortably borrow or to own. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/to-comfortably-borrow-or-to-own