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The aim of the paper is to analyse the cultural behaviour determinants of the global consumer. Transnational corporations make use of their knowledge of cultural issues in their activity adapting their products or communication to specific nationalities. Such knowledge seems to be underestimated in Poland. Apart from that, matters of standardisation are brought up in this article as well as the impact...
Celem rozważań jest przedstawienie postawy chińskiego konsumenta wobec luksusowych towarów i usług, których dynamika sprzedaży jest jedną z najwyższych na świecie. Autor skupia się na wyjaśnieniu tego zjawiska z perspektywy kulturowej, dosyć rzadko poruszanej w prasie i literaturze, choć należy zauważyć, że zwłaszcza w literaturze anglojęzycznej tematyka ta od pewnego czasu zyskuje znaczenie. Aby...
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