2016 | OriginalPaper | Buchkapitel
We Products Versus me Products: The Interdependt Self in the Adoption and use of Products
verfasst von : David Ackerman, Christina Chung
Erschienen in: Cultural Perspectives in a Global Marketplace
Verlag: Springer International Publishing
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Understanding the effects of culture on the adoption and diffusion of new products is important for managers. Large multinational corporations such as Proctor and Gamble, Sony, and Nestle make a large percentage of their profits from overseas markets for their products. Many smaller firms also derive a large part of their income from international sales as well. The question of what types of products will be adopted by consumers in other cultures is of concern to these firms.