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Cultural factors have tremendous impact on crossnationalcommunication, and it is in the area of crosscultural communicationsthat most blunders in international marketing occur. Using Hofstedesfour discussions of culture, this article provides a generalisableframework to assess the effectiveness of crosscultural communication.The application of the proposed framework has been demonstrated in thecontext of promoting international tourism.
International Marketing Review – Emerald Publishing
Published: Feb 1, 1991
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