Abstract
If international marketing is to be responsible and relevant in the new millennium, we must question the categorisation of cultural differences according to national boundaries. The current shapes of National boundaries were drawn up in the last 200 years; ethnic boundaries long preceded such national boundaries. Mass migration has resulted in many countries becoming multicultural marketplaces. This paper presents a pilot study of 143 respondents that examines the issue of nation-state as a separator for cultural differences by investigating the relationship of acculturation and resultant attitude change in individuals.
Original language | English |
---|---|
Title of host publication | ANZMAC 2004: Marketing Accountabilities and Responsibilities, held at Wellington, New Zealand, 29 November-1 December 2004 |
Publisher | Australian and New Zealand Marketing Academy |
Number of pages | 1 |
ISBN (Print) | 0475222151 |
Publication status | Published - 2004 |
Event | Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → … |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
---|---|
Period | 1/12/13 → … |
Keywords
- export marketing
- ethnicity
- acculturation
- corporate culture
- multiculturalism
- intercultural communication