Handbook of Research in International Marketing
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Handbook of Research in International Marketing

Edited by Subhash C. Jain

Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field.
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Chapter 10: Culture Theory in International Marketing: An Ontological and Epistemological Examination

Cheryl C. Nakata

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10. Culture theory in international marketing: an ontological and epistemological examination Cheryl C. Nakata INTRODUCTION The body of international marketing studies has steadily grown over the last 25 years. From 1976 to 1982, just 112 papers o...

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