Article 0012022
INTERNATIONAL BUSINESS REVIEW JOURNAL
INTERNATIONAL BUSINESS REVIEW JOURNAL.
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Globalization of Markets and Global Consumers’ ParadoxPublished 12 October 2014.
Beba Rakić*, Mira Rakić**
*,**.: Faculty of Business Studies, Belgrade
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Outline
Abstract
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1. Introduction
2. Strategic Recommendations
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Abstract
Abstract: 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.
Keywords: global culture, national culture, globalization of markets, global consumers, global consumers' paradox.
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