The role of cultural sensitivity and trust in relational marketing: an analysis of buyer/seller relationships in the Asian Pacific Rim
This study's primary goal was to specify what cultural sensitivity is and delineate the process of its formation. In addition, the role that cultural sensitivity plays within the international buying process was probed. Accordingly, antecedents and consequences of cultural sensitivity are speci...
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| Format: | Others |
| Language: | en |
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Virginia Tech
2014
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| Online Access: | http://hdl.handle.net/10919/40241 http://scholar.lib.vt.edu/theses/available/etd-10262005-143543/ |