Managing and Marketing Radical Innovations: Marketing New Technology (Routledge Studies in Innovation, Organization and Technology) eBook

Managing and Marketing Radical Innovations: Marketing New Technology (Routledge Studies in Innovation, Organization and Technology) eBook

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Description

Hofstede introduced a culture paradigm that has been widely influential in international business. However, it’s relevance in light of culture’s increasing complexity due to globalization has been questioned. In this book, alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.

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