Why marketing needs to move from cultural fit to multicultural fitness: early conceptual and empirical insights

Kipnis, Y. orcid.org/0000-0002-7976-0787 and Demangeot, C. (2018) Why marketing needs to move from cultural fit to multicultural fitness: early conceptual and empirical insights. In: European Marketing Academy (EMAC) Conference 2018. EMAC 2018, 28 May - 01 Jun 2018, Glasgow, UK. .

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Item Type: Proceedings Paper
Authors/Creators:
Dates:
  • Accepted: 2018
  • Published: 29 May 2018
Institution: The University of Sheffield
Academic Units: The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield)
Date Deposited: 15 May 2019 12:23
Last Modified: 03 Jul 2026 09:49
Status: Published
Open Archives Initiative ID (OAI ID):

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