The process of marketing a new product or service begins when you create a frame of reference. Essentially, the frame of reference is the way your product is perceived by the market and consumer; for ...

Is the latest iPhone a good value? Should you accept that promotion you’ve been offered? Should you pay to have someone come and fix your leaky toilet or fix it yourself? Although we might delude ...

International Studies of Management & Organization, Vol. 35, No. 4, Cultural Metaphors Paradoxes, and Cross-Cultural Dimensions (Winter, 2005/2006), pp. 37-47 (11 pages) A cultural metaphor is a major ...