As U.S. businesses expand internationally, they often do not achieve their desired results. One reason may be that managers do not adequately understand the dissimilar modes of thought that exist between consumers from diverse cultures. We describe this phenomenon, illustrate its importance, and discuss future research.
CITATION STYLE
Broyles, S. A., Schumann, D. W., & Woodruff, R. B. (2015). The Significance of Consumers’ Mode of Thought in International Marketing. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 168–177). Springer Nature. https://doi.org/10.1007/978-3-319-11845-1_59
Mendeley helps you to discover research relevant for your work.