Haqparwar, Dr. Hamid

Nowadays it is vital for companies to offer their products all over the world in order to be successful. The economic rise of emerging markets such as China, India or the Middle East increases the importance of those new customer segments, as their contribution towards the companies‘ profits continuously grow. To further exploit the potential of emerging markets, it is important to understand how to acquire and retain those cultural different customers. Existing but scarce academic literature in Variety Seeking...