'Merde a vous' - how (or how not) to address consumers across borders

Luisa-Fernanda Hinojosa Streber and Roberto Lobl

This paper deals with the challenging task of communicating across different cultures. It's intended to shed some light onto the intricate values of Latin American cultures and identify those that are shared by most as well as those that keep cultures apart.

“Merde a vous” – how (or how not) to address consumers across borders

Luisa-Fernanda Hinojosa Streber and Roberto LoblIbope Media Information, Brazil

INTRODUCTION

Warning! The title of this paper is a reference to a popular expression used...

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