Scriptie
Cultural Adaption or Worldwide Standardization? A Comparative Analysis of IKEA's Global Advertising Strategies in the Netherlands, Germany, the United
- Instelling
- Erasmus Universiteit Rotterdam (EUR)
A comparative analysis of print- and television advertisements and catalogue texts by IKEA among different countries (the Netherlands, the US, the UK and Germany), using the five cultural dimensions as defined by Hofstede.
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