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Toward the measurement of openness: A critical variable in macromarketing

Yap, K.B.ORCID: 0000-0002-9901-2612 and Pecotich, A. (2009) Toward the measurement of openness: A critical variable in macromarketing. In: 34th Annual Macromarketing Conference: Rethinking Marketing in a Global Economy, 4 - 7 June 2009, University of Agder, Kristiansand, Norway

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Abstract

We attempt to develop a measure of openness through a series of logical steps by utilizing secondary data.

Item Type: Conference Paper
Conference Website: http://society.macromarketing.org/conference/
Other Information: George Fisk Award for Best Paper of 2009 Macromarketing Conference
URI: http://researchrepository.murdoch.edu.au/id/eprint/55301
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