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Instrumental and terminal personal values: A comparison between Brazil and Thailand - Couverture souple

Veloni Gervazio, Francine; De Moura Engracia Giraldi, Janaina

 
9783639334777: Instrumental and terminal personal values: A comparison between Brazil and Thailand
Couverture souple
ISBN 10 : 3639334779 ISBN 13 : 9783639334777
Editeur : VDM Verlag Dr. Müller, 2011

Synopsis

Great part of the efforts in international marketing and market segmentation focus on the comprehension and measurement of personal values in different cultures. The participation of the Asian cultures and specially Southeast Asia in the international environment is becoming stronger. Besides, the external relations between Brazil and these countries are increasing. The goal of this book is to understand the concepts of culture, values and segmentation and to identify the similarities between Thai and Brazilian personal values. Through the application of the Rokeach Value Survey, several dimensions were found which were ordered to search similarities between the Brazilian and Thai value structures. As a result, it was verified that the instrumental values dimensions were grouped in similar ways in both countries and the terminal values were grouped partially similar. However, the ordering was not similar for any case. It is important to highlight that when dealing with the analysis of different cultures, the personal values might group and order in different dimensions, according to the peculiar thoughts of the respondents of each country.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

Great part of the efforts in international marketing and market segmentation focus on the comprehension and measurement of personal values in different cultures. The participation of the Asian cultures and specially Southeast Asia in the international environment is becoming stronger. Besides, the external relations between Brazil and these countries are increasing. The goal of this book is to understand the concepts of culture, values and segmentation and to identify the similarities between Thai and Brazilian personal values. Through the application of the Rokeach Value Survey, several dimensions were found which were ordered to search similarities between the Brazilian and Thai value structures. As a result, it was verified that the instrumental values dimensions were grouped in similar ways in both countries and the terminal values were grouped partially similar. However, the ordering was not similar for any case. It is important to highlight that when dealing with the analysis of different cultures, the personal values might group and order in different dimensions, according to the peculiar thoughts of the respondents of each country.

Biographie de l'auteur

Ms. Francine Veloni Gervazio obtained her Business Administration bachelor degree from the University of São Paulo (USP/Brazil) and studied Business (International Program in Management) at the Institute de Commerce de Nancy (ICN), France. Dr. Janaina de Moura Engracia Giraldi is a Professor of Marketing and Management at University of São Paulo.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
VDM Verlag Dr. Müller
Date d'édition
2011
Langue
anglais
ISBN 10 
3639334779
ISBN 13 
9783639334777
Reliure
Broché
Nombre de pages
120
Coordonnées du fabricant
non disponible
Personne responsable
non disponible