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1. Managerial perceptions of the cultural distance basis for internationalization decisions by firms : implications for 'low-tech' industries
Sammanfattning : The role of managerial perceptions of cultural distance in the internationalization decisions of 'LOW-TECH' firms is explored in this thesis. A first empirical study examined managers' perceptions of dissimilarity in food culture in foreign markets (food culture distance), as an antecedent to adaptation of an export marketing strategy for food companies. LÄS MER