The Lexus or the olive tree? Trading off between global convergence and local divergence

International Journal of Research in Marketing

Volumn 27, Issue 2, 2010, Pages 107-118

  van Ittersum, Koert ^a   Wong, Nancy ^b  

^a GEORGIA INSTITUTE OF TECHNOLOGY   (United States)

^b UNIVERSITY OF WISCONSIN MADISON   (United States)

Author keywords

Consumer behavior; Cross cultural and international marketing; Latent class models; Network analysis; Public policy

Indexed keywords

EID: 77953616814     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2009.12.011     Document Type: Article

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