Discusses how cultural values evolve, such as the rise of individualism in some Asian countries, especially among younger consumers
You have been learning about external influences such as cross-cultural and group values and their impacts on consumer behavior throughout the week. A sophisticated understanding of these influences is critical to the development of successful branding, marketing strategies, and product innovations. Read Case 2-1: IKEA Uses Market Research to Adapt for Global Markets, p. 259, […]