Multicultural markets and acculturation: Implications for service firms

Article English OPEN
Poulis, Konstantinos; Yamin, Mo; Poulis, Efthimios;
(2013)
  • Publisher: Emerald Group Publishing Limited
  • Related identifiers: doi: 10.1108/JSM-02-2012-0041
  • Subject: Marketing | Multicultural marketing | Ethnic marketing | /dk/atira/pure/subjectarea/asjc/1400/1406 | Acculturation

Purpose: The purpose is to construct an analytical framework that encapsulates implications for the marketing offering of service firms as a result of observed intra-national ethnic diversity in these firms' markets of operation. Design/methodology/approach: This is a c... View more
Share - Bookmark