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- W2027199105 abstract "This article proposes that cross-cultural research frameworks used in international marketing should also apply to domestic marketing within culturally diverse economies. The cultural homogeneity assumption inherent in domestic consumer marketing is questioned by the existence of countries characterised by cultural diversity. The need for different research processes is questioned. Applying a linked-emic framework to within-country analysis, when faced with possible cultural differences within a country, can lead to a sound research process for determining segment selection and targeting." @default.
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- W2027199105 date "2009-01-01" @default.
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- W2027199105 title "Need for a linked-emic approach in domestic marketing" @default.
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- W2027199105 doi "https://doi.org/10.1504/ijebr.2009.024310" @default.
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