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International & cross-cultural business research /

Usunier, Jean-Claude,

International & cross-cultural business research / Jean-Claude Usunier, Hester van Herk, and Julie Anne Lee. - 178 pages : illustrations ; 25 cm.

Includes bibliographical references and index.

Provides a comprehensive guide to designing, conducting, and analyzing international and cross-cultural business research, addressing methodological challenges, cultural equivalence, measurement issues, and data collection strategies.

ISBN: 9781473975897

Subjects--Topical Terms:
International business enterprises--Research--Methodology.
Business market research.

Dewey Class. No.: 658.049 USU

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International & cross-cultural business research /