Publications

Far away?

Globalisation continues to press ahead, making worldwide communication ever more important. To support multinational companies in their global campaigns, DHL developed an instrument that investigates the acceptance of advertising channels.

The interdependency of global advertising reception and local consumption profiles has been revealed for the first time as part of an inter-cultural comparison. Our contribution provides an overview at a global level and explains the extent to which global consumers can still be differentiated from one another.

Download publication (published in Planning and Analysis, special edition, 2009)

Far away?

AUTHORSDr. Nicole Lehnert
Dr. Anita Petersen; Sven Slodowy
LANGUAGESEnglish
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Publications

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