Cultural Lenses Change Business Focus
How can firms understand and appreciate culture without overemphasizing or stereotyping it? Research conducted by Business School faculty members Michael Morris and Itamar Simonson shed new light on this question and uncover how traditional ways of studying cultural influence have led to misconceptions among management and marketing researchers.
Content: Article | Authors: Itamar Simonson, Michael Morris | Source: Stanford University | Subjects: International, Organizational Behavior