Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study)
This research aims to explore consumer behavior and their responses to possible effects of globalization, resulting in adopting different global marketing strategies in an Asian country particularly Malaysia which is so different of European ones, especially, in terms of cultural aspects. Homogenei...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
International Foundation for Research & Development
2013
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/28380/1/Globalization%20and%20consumer%20behavior.pdf |