Global Business Strategy Seminar: Cross-Cultural Consumer Behavior

Global Business Strategy Seminar: Cross-Cultural Consumer Behavior

This event occurred in the past

Date and Time

Monday, August 27, 2012 — Thursday, August 30, 2012 from 6:00 p.m. to 9:00 p.m.


Coronado Hall, Room 132

5998 Alcala Park San Diego, CA 92110




August 27 and August 30
Coronado Hall, Room 132
6 p.m. - 9 p.m.
Cost: $295*

*Save $175 by registering for the Global Business Strategy certificate. For $1,995 you can enroll in 50 seminar hours to receive this certificate. 

This seminar provides participants with an opportunity to develop an understanding of consumer behavior and to address how culture impacts consumer decision making processes. A number of consumer behavior concepts will be examined and discussed in the seminar from a practical perspective. Cross-Cultural issues will be addressed with transnational comparisons and multicultural contexts within one country. Both managerial and academic cases will be used in the seminar, and examples will be drawn from countries such as France, Mexico, Lebanon, United States, Canada, China, Tunisia.

Seminar Leader:

Frank Pons, PhD, is full professor of Marketing at Laval University (Québec, Canada). He has conducted research and consulting projects in the United States, Canada, France, Hong Kong, Mexico and Lebanon. He has been an invited speaker at the ESSEC business school (Paris), HEC Montréal and the Ecole Superieure de Gestion (Beirut). His research has appeared in such publications as the Journal of Consumer Psychology, Journal of Service Research, Journal of Business Research, Psychology and Marketing, Journal of International Business Studies and Sport Marketing Quarterly, and he has presented papers at more than 50 international conferences. His research interests include consumer behavior, services and sports marketing with an emphasis on cross-cultural issues. He is particularly interested in how cross-cultural differences affect customers during service encounters. His focus also includes acculturation processes and their impact on immigrants’ consumption habits.

To register for our seminars or learn more about the Global Business Strategy Certificate, please contact Erin Kellaway at or visit our website at

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