The Case for Culture in Expansion Strategy

Ralf Drews () and Melissa Lamson ()
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Ralf Drews: FARO Europe GmbH & Co.KG
Melissa Lamson: Lamson Consulting, LLC

Chapter 1 in Market Entry into the USA, 2016, pp 1-10 from Springer

Abstract: Abstract Overview In this Chapter, the reader will see the connection between culture and go‐to‐market strategy. We discuss how customer’s buying behavior is influenced by their values and cultural background and how these values can differ from Europe to the US. Historical reasons for these differences in decision‐making are shared and a model which summarizes the US cultural attitudes, particularly in business today, is presented.

Keywords: Business World; Warm Weather; Successful Company; Small Talk; International News (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-17124-1_1

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DOI: 10.1007/978-3-319-17124-1_1

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