Global Cultures and Contexts - 2nd Edition
A new edition of this popular, student-focused exploration of intercultural communication. Global in focus, full of pedagogy and supported by a companion website.
How does a high street fashion brand manage its new product development process to meet the demand of a new market
Focusing on the new product development process, this research explores how high street fashion companies adapt to new market demands. It begins with definitions in the literature review, followed by two case studies that illustrate the theories discussed. The conclusion synthesizes insights from both the literature and primary research, offering suggestions for standard practices for companies entering or expanding within a new market segment.