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Developing Frameworks for Cross-Cultural Research in Emerging Markets

Video Type: Case Study

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Summary

Gregory Kivenzor, PhD, Marketing Professor, University of Connecticut, discusses his cross-cultural research in the little-studied, but increasingly important, emerging markets.

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Article

Kivenzor, G.J(2015).Cultural dynamics and marketing strategies for emerging markets: characterization of group subcultures and consumption preferences. AMS Review, 5(3),142-158.

Article

Kivenzor, G. J.(2018).Why Cross-Cultural Issues in Management and Marketing Are That Important and Worth Our Undivided Attention? In Special Issue: Doing Business in an Interconnected World. Journal of Management and Training for Industries, 5(3),1-12.

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