Cultural values and personal selling: a comparison of Australian and Hong Kong retailers' promotion preferences (original) (raw)

This paper examines the differences in cultural values and personal selling practices between Australian and Hong Kong retailers. It highlights how cultural context influences promotion strategies, suggesting that Hong Kong retailers entering the Australian market should adapt their promotion practices, particularly regarding personal selling and direct mail. The findings emphasize the necessity for global marketing strategies to consider local cultural dimensions and recommend that retailers stay updated on cultural shifts to inform their market entry decisions.