Acculturation, individualism and the nation state

David R. Low, Richard Fletcher, Jim Wiley, Peter Thirkell

    Research output: Chapter in Book / Conference PaperConference Paper

    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 languageEnglish
    Title of host publicationANZMAC 2004: Marketing Accountabilities and Responsibilities, held at Wellington, New Zealand, 29 November-1 December 2004
    PublisherAustralian and New Zealand Marketing Academy
    Number of pages1
    ISBN (Print)0475222151
    Publication statusPublished - 2004
    EventAustralian and New Zealand Marketing Academy Conference -
    Duration: 1 Dec 2013 → …

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Period1/12/13 → …

    Keywords

    • export marketing
    • ethnicity
    • acculturation
    • corporate culture
    • multiculturalism
    • intercultural communication

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