Toward the measurement of openness: A critical variable in macromarketing

Conference paper

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K.B. Yap and A. Pecotich

34th Annual Macromarketing Conference: Rethinking Marketing in a Global Economy (University of Agder, Kristiansand, Norway, 04/06/2009–07/06/2009)

2009

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

Title: Toward the measurement of openness: A critical variable in macromarketing
Authors/Creators: K.B. Yap (Author/Creator)
A. Pecotich (Author/Creator)
Conference: 34th Annual Macromarketing Conference: Rethinking Marketing in a Global Economy (University of Agder, Kristiansand, Norway, 04/06/2009–07/06/2009)
Identifiers: 991005545468307891
Murdoch Affiliation: Murdoch University
Language: English
Resource Type: Conference paper
Additional Information: George Fisk Award for Best Paper of 2009 Macromarketing Conference

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