Cultural embeddedness of products: a new measurement of culture and its effects
Alexander Jakubanecs
Centre for Applied Research, Norwegian School of Economics (NHH)
Magne Supphellen
Department of Strategy and Management, Norwegian School of Economics (NHH)
Introduction
In today’s world, characterised by greater-than-ever cultural diversity and openness to different cultural mind-sets, the cultural convergence view is common. Research...