Mind the gap - bridging cultural differences through ethnographic research

Ulrich von Hörmann and Bettina Staudenmaier

A decisive growth potential lies in emerging markets, where prospective buyers are, at present, less well known to many global car manufacturers.

Mind the gap – bridging the cultural differences through ethnographic research

Ulrich von Hörmann and Bettina StaudenmaierGfK Automotive, Germany

INTRODUCTION

The course of globalization and the growth of new markets continues: the motto “think...

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