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Cultural Adaption or Worldwide Standardization? A Comparative Analysis of IKEA's Global Advertising Strategies in the Netherlands, Germany, the United

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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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  • Scriptie
  •  • 58 pagina's • 
  • door LizaKarsemeijer • 
  • geupload  01-11-2012
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