The Ethnocentric Bias: Why One Size Does Not Fit All in the World of Digital Communication
In this chapter Michael Netzley, PhD at Singapore Management University, discusses the opportunity to see beyond traditional markets. Asia is filled with diverse and fragmented markets, more so than we typically find in the West's mature markets. The larger social media conversation reflects va...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2012
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/4610 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5609/viewcontent/The_Ethnocentric_Bias__Why_One_Size_Does_Not_Fit_All_in_the_World.pdf |
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| Institution: | Singapore Management University |
| Language: | English |