The Ethnocentric Bias: Why One Size Does Not Fit All in the World of Digital Communication

• Main Author: Netzley, Michael A.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Business and Corporate Communications; Communication Technology and New Media
• 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
• Institution: Singapore Management University

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...