Globalization of markets and global consumers' paradox
Global companies in the process of globalization create global consumers. Different countries, companies and persons react differently to globalization. Consumers often behave paradoxically in the process of globalization. On one hand, consumers are against globalization. On the other hand, consumer...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Novi Sad - Faculty of Economics, Subotica
2016-01-01
|
| Series: | Anali Ekonomskog fakulteta u Subotici |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2016/0350-21201636253R.pdf |
| Summary: | Global companies in the process of globalization create global consumers. Different countries, companies and persons react differently to globalization. Consumers often behave paradoxically in the process of globalization. On one hand, consumers are against globalization. On the other hand, consumers worldwide (especially younger, richer and more urban compared to others) accept popular, Western products and life style. The 'roots' of global consumers' paradox are cultural - values of national culture, global - external impact of global companies and individual - mindset of consumers. |
|---|---|
| ISSN: | 0350-2120 2683-4162 |