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April 03, 2012

To understand Japanese customers you have to dig deeper to shared systems of meanings

Book: Japanese Culture

Review:

"By far the best overall coverage of Japanese cultural history-- cogent, intelligent, readable,"





" Ethnographers aim to look beyond
 what people say to understand the shared system of meanings we call "culture"" 


Source: Goulding. C. (2004) Grounded theory, ethnography and phenomenology, 
European Journal of Marketing, 
Volume 39, pp 294-308.

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