When in Chinatown, You Really Do Think More Chinese

• Autores: Adam Alter
• Localización: Harvard business review, ISSN 0017-8012, Vol. 91, Nº 3, 2013, págs. 28-29
• Idioma: inglés
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• Resumen

  • An interview is presented with Adam Alter, assistance professor of marketing at the Stern School of Business at New York University. Topics include Alter's research on the effects of brief exposure to a foreign culture; the effects of globalization on cultural fusion and assimilation; and the effects of cultural symbols, such as the Chinese yin-yang which symbolizes change.