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International : Principaux enjeux et omniprésence de la culture

Author

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  • Bernard Pras

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Les articles de ce numéro spécial portent sur des problématiques classiques de marketing international et correspondent aux thèmes récurrents du domaine ainsi qu'aux évolutions de l'environnement. Une autre grille de lecture des articles peut néanmoins être adoptée. Elle consiste à examiner tout d'abord dans quelle mesure les thématiques propres aux pays industrialisés peuvent être pertinentes dans les pays émergents, puis à déterminer les principaux changements intervenus ou en passe d'intervenir dans les comportements des consommateurs et les stratégies des décideurs à l'international ainsi que l'évolution du rôle de la culture individuelle et organisationnelle dans ce domaine.

Suggested Citation

  • Bernard Pras, 2006. "International : Principaux enjeux et omniprésence de la culture," Post-Print halshs-02914885, HAL.
    • Handle: RePEc:hal:journl:halshs-02914885
    DOI: 10.7193/DM.043.044.07.12
    as

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