Essays about: "Cecilia Cassinger"

Found 1 essay containing the words Cecilia Cassinger.

  1. 1. The Levity of Homogenisation of Taste - A Critical Inquiry into the Standardisation Construct

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Johan Grundberg; Andreas Malmgren; Cecilia Cassinger; [2003]
    Keywords : homogenisation; hegemonisation; taste; Theodore Levitt; perception; meaning; modernity; consumption; standardisation; Management of enterprises; Företagsledning; management; Business and Economics;

    Abstract : For decades, Theodore Levitt's notion of the homogenisation of consumer taste, as a consequence of globalisation, has been used in the marketing literature to legitimise standardisation as global strategy. Levitt's notion of homogenisation of taste refers to a worldwide desire for modern, low priced, world-standard and dependable products from the modern, and primarily western, world. READ MORE