Doing Business in Germany and Australia: An Etic‐Emic Study of Contrasts
Article publication date: 1 April 1992
Suggests that important aspect of doing business in a foreign country is familiarity with its culture which preconditions its people to perceive, think, feel and act according to the norms of their culture. The norms and values of two different cultures frequently clash with each other, yet are crucial for the marketing and operational success of a foreign company. Discusses the German and Australian cultures and their implication for business decisions from an outside viewpoint.
Kramer, H.E. (1992), "Doing Business in Germany and Australia: An Etic‐Emic Study of Contrasts", Management Decision, Vol. 30 No. 4. https://doi.org/10.1108/00251749210014761
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