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

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 in show business that is meant to wish luck to players before a performance. Please be advised that this study deals with communication issues when addressing consumers across borders, and more importantly across cultures. Authors regret that readers are likely to be disappointed and frustrated if they have looked into this paper to search for scatological concerns about research, bad...

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