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Herrmann, Andreas
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Hildebrand, Christian
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Ito, Kenichi
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de Bellis, Emanuel
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Cross-cultural marketing
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Field study
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Inter-Asian differences
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Mass customization
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Uncertainty avoidance
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Cross-national differences in uncertainty avoidance predict the effectiveness of mass customization across East Asia: a large-scale field investigation
de Bellis, Emanuel
;
Hildebrand, Christian
;
Ito, Kenichi
;
Herrmann, Andreas
In: Marketing Letters, 2015, vol. 26, no. 3, p. 309-320