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Globalization, culture, and marketing strategy: Introduction to the special issue

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  • Laroche, Michel

Abstract

This special issue of the Journal of Business Research features eleven articles selected from the papers presented during the fifth meeting of the Royal Bank International Research Seminar which took place in Montreal at the John Molson School of Business, Concordia University, September 25 and 26, 2009. They cover topics related to globalization, cultural values, global consumer behavior, market segmentation, marketing strategies of emerging economies, consumer socialization, materialism, service quality, and government actions.

Suggested Citation

  • Laroche, Michel, 2011. "Globalization, culture, and marketing strategy: Introduction to the special issue," Journal of Business Research, Elsevier, vol. 64(9), pages 931-933, September.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:9:p:931-933
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    Cited by:

    1. Ying Teng & Zhenzhong Ma & Lei Jing, 2021. "Explore the World Responsibly: The Antecedents of Ethical Tourism Behaviors in China," Sustainability, MDPI, vol. 13(9), pages 1-17, April.
    2. Liang, Dapeng & Ma, Zhenzhong & Qi, Liyun, 2013. "Service quality and customer switching behavior in China's mobile phone service sector," Journal of Business Research, Elsevier, vol. 66(8), pages 1161-1167.

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