- Page 1: A COMPARATIVE CASE STUDY OF GLOBAL
- Page 5 and 6: TABLE OF CONTENTS Introduction 1 Ch
- Page 7 and 8: Cultural Positioning 74 Discussion
- Page 9 and 10: LIST OF FIGURES Figure 3-1: Graphic
- Page 11 and 12: The channels through which ethnocen
- Page 13 and 14: CHAPTER 1 LITERATURE REVIEW This th
- Page 15 and 16: from the point of the in-group (Sin
- Page 17 and 18: we are “we” because of being po
- Page 19 and 20: vital to appreciating one’s own c
- Page 21 and 22: (3) self-interest concerns, (4) rec
- Page 23 and 24: More discoveries were made to suppo
- Page 25 and 26: cross-cultural decisions (2). The l
- Page 27 and 28: In home markets self-reference crit
- Page 29 and 30: The examples to this point have all
- Page 31 and 32: channels in a particular country is
- Page 33 and 34: media, he suggests that Internet we
- Page 35 and 36: 17). There is the possibility of co
- Page 37 and 38: CHAPTER 2 METHODOLOGY As discussed
- Page 39 and 40: were given the list of websites to
- Page 41 and 42: modified CETSCALE to measure the et
- Page 43 and 44: exploratory interviews, require sig
- Page 45 and 46: another language. When message mean
- Page 47 and 48: Table 2-3: Image questions (not in
- Page 49 and 50: Therefore, the way people are portr
- Page 51 and 52: Testing Survey Questions As discuss
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CHAPTER 3 RESEARCH RESULTS This cha
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Modified CETSCALE Results The respo
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* * * 5.0 4.5 4.0 3.5 3.0 2.5 2.0 1
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The Major Topic/Theme method of dat
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esponse scores given to these state
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GM, would clearly have the least et
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phrase “Quality Care” would be
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y Ford. Chrysler fell short of the
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you would very rarely see a blond i
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punctuality and time limits. Americ
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Figure 3-16: Chrysler Using Camping
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issue of lack of online access by w
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The relationship between Western et
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taken the time to learn how to tran
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to determine the Internet’s impac
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eport by Adbrands.net named General
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Finally, all six of the marketing f
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selling activities within the cultu
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specific to the companies that were
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APPENDIX A 82
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Would you classify this as U.S. Eth
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Interview with Carla Lopez: Date: N
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APPENDIX B 88
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8. We should purchase products manu
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Qualitative Interview Questions Mar
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Marketing Factor 3: Image The actua
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Marketing Factor 5: Branding Does t
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Confidentiality Statement Signed by
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Raw Data from Scaled Survey Subject
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Table E-1: Case Study of General Mo
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Table E-2: Case Study of General Mo
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Table E-3: Case Study of Chrysler W
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Table E-4: Case Study of Chrysler W
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Table E-5: Case Study of Ford Websi
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Table E-6: Case Study of Ford Websi
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WORKS CITED Adorno, T.W., et al. Th
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Lee, Dong-Jin and M. Joseph Sirgy.
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Usunier, Jean-Claude. Marketing Acr
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Sharma, Subhash, and Terence A. Shi