Globalization, culture, and marketing strategy: Introduction to the special issue

Michel Laroche

Journal of Business Research, 2011, vol. 64, issue 9, 931-933

Abstract: This special issue of the Journal of Business Research features eleven articles selected from the papers presented during the fifth meeting of the Royal Bank International Research Seminar which took place in Montreal at the John Molson School of Business, Concordia University, September 25 and 26, 2009. They cover topics related to globalization, cultural values, global consumer behavior, market segmentation, marketing strategies of emerging economies, consumer socialization, materialism, service quality, and government actions.

Keywords: Globalization; Culture; Marketing; strategy; Cultural; values; Global; consumer; behavior (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:9:p:931-933

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