Bücher von Jean-Claude Usunier

Successfully combining cross-cultural management and business research methods, this team of international authors provide much needed coverage of the implications that should be considered when undertaking research across different cultures.

During the twentieth century, religion has gone on the market place. Churches and religious groups are forced to 'sell god' in order to be attractive to 'religious consumers'. More and more, religions are seen as 'brands' that have to be recognizable to their members and the general public.