Rawwas 2001

Culture, personality and morality

very much focused on the X-cultural aspects of EC.
Looks at a number of different countries and their cultures
Uses Hofstede's idea of PDI (power distance) and UAV (uncertainty avoidance) and other kinda indexes to type to group the features of foreign cultures.
Uses MVQ, MACH, Forsyth
Very much with marketing in mind - how companies can make more money by understanding consumers.