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Research papers

The shepherd and the cowboy

This paper describes how cultural understanding can be effectively utilised in the development of strategic marketing communication.It describes the values of young people in the MENA region, how these impact on their aspirations and expectations...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Othman Ouazzani, Nandini Roy
Company: The Coca-Cola Company
November 5, 2003
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Citation

Ouazzani and Roy (2003a, November 05). The shepherd and the cowboy. ANA - ESOMAR. Retrieved April 22, 2025, from


https://ana.esomar.org/documents/the-shepherd-and-the-cowboy