East meets West - Bringing two perspectives together

Patricia Blau and Susanne Wieners-Schlupkothen

This article is a comparison of Eastern and Western cultural attitudes and how they affect market research in Asian countries.

East meets west: Bringing two perspectives together

Patricia Blau and Susanne Wieners-SchlupkothenGIM, Germany

INTRODUCTION

Asia is often perceived as the most 'exciting' region for conducting market research – at least by 'Westerners' 1But what actually...

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