Author:
Schmid Stefan,Kotulla Thomas
Reference162 articles.
1. Alden, D.L.; Hoyer, W.D.; Lee, C. (1993): Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis, in: Journal of Marketing, Vol. 57, No. 2, pp. 64–75.
2. Alden, D.L.; Steenkamp, J.-B.E.M.; Batra, R. (1999): Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture, in: Journal of Marketing, Vol. 63, No. 1, pp. 75–87.
3. Anderson, C.R.; Paine, F.T. (1975): Managerial Perceptions and Strategic Behavior, in: Academy of Management Journal, Vol. 18, No. 4, pp. 811–823.
4. Backhaus, K.; Voeth, M. (2010): Internationales Marketing, 6th ed., Stuttgart.
5. Bartlett, C.; Ghoshal, S. (1986): Tap Your Subsidiaries for Global Reach, in: Harvard Business Review, Vol. 64, No. 6, pp. 87–94.