Challenges in conducting worldwide online research
Hans Lingeman and Paul Strasser
Over the years much has been written about cultural sensitivity in marketing. As manufacturers began offering products and services to the worldwide community, marketers struggled with building a single global brand while localizing their messages where appropriate.
Challenges In Conducting Worldwide Online Research
Lessons learned from real applications
Paul Strasser
MSI International East, Inc.Hans Lingeman
ITM International B.V.
Let us first review where
we have come from as an industry. As noted above, marketing...
