2015 | OriginalPaper | Chapter
A Cross-Sectional Analysis of Emerging Markets and Business Strategies in the Multicultural South African Environment
Authors : Marius Leibold, Ria Hugo
Published in: Proceedings of the 1996 Multicultural Marketing Conference
Publisher: Springer International Publishing
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The multicultural South African environment poses significant challenges for South African business organizations. This paper reviews the initial results of a research project in progress, with major objective to analyze and compare emerging South African business strategies in dealing with the complexities of its multicultural environment. A comparative approach by way of cross-sectional corporate case study analyses is being followed.