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Research papers

The perfect fit- Model, script, and the cultural ethos

With an increasing globalisation of brands, there is a need to communicate similar brand images and values to consumers all over the world. While this is necessary, it is also important to recognise, understand and interpret the cultural context of...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Authors: Shruti Sharma, Neerja Wable
November 1, 1997
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Citation

Sharma and Wable (1997a, November 01). The perfect fit- Model, script, and the cultural ethos. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/the-perfect-fit--model-script-and-the-cultural-ethos