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A cross-cultural case study of consumers' communications about a new technological product

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  • Moro, Sérgio
  • Pires, Guilherme
  • Rita, Paulo
  • Cortez, Paulo

Abstract

Using a case-study based approach, this research contributes to the standardisation versus adaptation debate in global marketing. It analyses the influence of the local culture dimension reflected in consumers' comments in the Facebook platform regarding a new global technological product, the Samsung Galaxy S8/S8+, launched worldwide in 2017. Consumers' comments about this new smartphone were gathered and analysed for three cultural distinct English-speaking countries: Australia, India, and South Africa.

Suggested Citation

  • Moro, Sérgio & Pires, Guilherme & Rita, Paulo & Cortez, Paulo, 2020. "A cross-cultural case study of consumers' communications about a new technological product," Journal of Business Research, Elsevier, vol. 121(C), pages 438-447.
    • Handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:438-447
    DOI: 10.1016/j.jbusres.2018.08.009
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