Market entry into the usa: why european companies fail and how to succeed
Auteur :
Drews, Ralf / Lamson, Melissa
Éditeur :
Springer International Publishing AG
ISBN :
9783319373270
Date de publication :
22 oct. 2016
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
This book connects a buying psychology driven by American beliefs and values with a company’s go-to market strategy, the goal being to sensitize readers to how the cultural values of a particular country or region can impact the business environment.