Pan Ying
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Description
Lund University
Centre for East and South-East Asian Studies Masters Programme in Asian Studies East and South-East Asian Track Fall semester, 2005
MARKETING ACROSS CULTURES:
A case study of IKEA Shanghai
Author: Ying Pan (Penny) Supervisor:Stefan Brehm
ii
Abstract
The past century saw rapid growth of multinational companies around the globe. Along with the tide of globalization, these companies are compelled to deal with customers cultivated in different cultures. China, boosting a remarkable economic growth in the past two decades, stands out under the spotlight of international business. Being amazed by the huge business potential posed by a population of 1.3 billion, many multinational companies have joined the competition to...
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Published On:
10/22/2016
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