R. Deshpande and J.U. Farley found the marketing orientation gap between suppliers and customers to be _________ between highly collectivist cultures than in individualist cultures.

Question

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The text states that the marketing orientation gap between suppliers and customers is "smaller" between highly collectivist cultures than in individualist cultures, as found by R. Deshpande and J.U. Farley.

R Deshpande and J