With the development of globalisation,more and more international enterprises expand business overseas,aiming to seek new marketing opportunities.During this process,multinational corporations(MNCs)would face differen...With the development of globalisation,more and more international enterprises expand business overseas,aiming to seek new marketing opportunities.During this process,multinational corporations(MNCs)would face different kinds of factors.Culture is one of the critically significant factors.Cultural differences between the home country and host country would affect consumer behaviour and product preferences.Therefore,the importance of cultural differences could be not ignored.展开更多
文摘With the development of globalisation,more and more international enterprises expand business overseas,aiming to seek new marketing opportunities.During this process,multinational corporations(MNCs)would face different kinds of factors.Culture is one of the critically significant factors.Cultural differences between the home country and host country would affect consumer behaviour and product preferences.Therefore,the importance of cultural differences could be not ignored.
