...Tony Yan; Michael R. Hyman Purpose Studies on cross-culture marketing often focus on either localization or globalization strategies. Based on data from pre-communist China (1912–1949), product hybridization – defined as a process or strategy that generates symbols, designs, behaviors and cultural...

...Justin Paul Purpose – Globalization means integrating the economy and consumer market with the rest of the world, which involves the removal of restrictions on imports and foreign investment. The purpose of this paper is to examine the implications of globalization on international marketing from...

... for forces of globalization) would lead to consumer acculturation among consumers in India. Design/methodology/approach Instruments to measure predisposition towards foreign brands and consumer acculturation were developed on the basis of extensive literature review. The data comprised of urban, educated...

...Kivilcim Dogerlioglu‐Demir; Patriya Tansuhaj Purpose Market researchers often treat Asian consumers as a single entity and compare them with their Western counterparts. The purpose of this paper is to compare and contrast consumers in two Asian countries, Thailand and Turkey. Since global...

...Nitin Gupta Purpose The purpose of this paper is to empirically substantiate if the forces of globalization are impacting consumer culture and behavioral traits in a developing country (India). Design/methodology/approach Five hypotheses had been constructed to address the gaps...

...Richard Alan Kustin Purpose Globalization has fostered greater interest in all aspects of standardization theory including the 4Ps of the marketing mix or program and process marketing. The purpose of this paper is to probe the question: “Is there a benefit to the firm's strategy of marketing...

..., this study differs from and extends previous cross‐national research on internet adoption and diffusion. Wen Gong can be contacted at: gong.gw@gmail.com © Emerald Group Publishing Limited 2007 Globalization Internet Culture Education The Worldwide internet population reached 888...

... Shukla can be contacted at: p.shukla@brighton.ac.uk © Emerald Group Publishing Limited 2006 India Globalization Marketing We are in a world of technology led convergence, assisted by the wave of globalization. This convergence is not only led by sharing of information...

...Matti Koiranen Investigates the globalization of franchising through a discussion of the literature on innovation diffusion. Proceeds then to evaluate the globalization of format franchising in 31 countries, drawing data from Arthur Andersen’s multi‐national study. Finds that the USA has...