Essays about: "impact of globalization on in the area of marketing"

Found 1 essay containing the words impact of globalization on in the area of marketing.

  1. 1. The Impact of Culture on Consumers' Propensity to Innovate and Susceptibility to Interpersonal Influences

    University essay from Handelshögskolan vid Umeå universitet

    Author : Jie Liu; Dongmi Wu; [2007]
    Keywords : culture;

    Abstract : ABSTRACT The increasing globalization of business provides a compelling reason for understanding the cultural context of consumer behaviour. Our thesis investigates the impact of culture on consumers’ propensity to innovate and consumers’ susceptibility to interpersonal influence that is divided into normative interpersonal influences and informational interpersonal influences. READ MORE