Browsing by Author "Benmamoun M."

Now showing items 1-2 of 2

    • Gulf Arab E-Business Environment: Localization Strategy Insights 

      Benmamoun, M.; Sobh, R.; Singh, N.; Moura, F. T. ( Wiley Subscription Services, Inc. , 2015 , Article)
      The Gulf Arab region, particularly Qatar and the United Arab Emirates (UAE), took significant steps toward adopting e-business and is poised to become a significant online marketplace. The region has a number of vital ...

    • Localizing to Arabic consumers: Insights from print advertising 

      Sobh R.; Singh N.; Chun W.; Benmamoun M. ( Routledge , 2018 , Article)
      This study argues that understanding the nature and influence of cultural differences in print advertising is important for an effective international marketing strategy. Previous studies have investigated cross-cultural ...