Multicultural markets and acculturation: implications for service firms
Article
Poulis, K., Poulis, E. and Yamin, M. 2013. Multicultural markets and acculturation: implications for service firms. Journal of Services Marketing. 27 (7), pp. 515-525. https://doi.org/10.1108/JSM-02-2012-0041
| Type | Article |
|---|---|
| Title | Multicultural markets and acculturation: implications for service firms |
| Authors | Poulis, K., Poulis, E. and Yamin, M. |
| Abstract | The paper introduces how acculturation may help service firms adapt their portfolio and offerings in multicultural contexts |
| Keywords | Acculturation; Ethnic marketing; Multicultural marketing |
| Publisher | Emerald |
| Journal | Journal of Services Marketing |
| ISSN | 0887-6045 |
| Publication dates | |
| 07 Oct 2013 | |
| Publication process dates | |
| Deposited | 06 Jul 2022 |
| Accepted | 01 Dec 2012 |
| Output status | Published |
| Digital Object Identifier (DOI) | https://doi.org/10.1108/JSM-02-2012-0041 |
| Scopus EID | 2-s2.0-84879717842 |
| Web of Science identifier | WOS:000329417400001 |
| Language | English |
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