Globalization and the Forces Shaping the Business Context

Globalization is defined as the acceleration and intensification of economic interaction among the people, companies, and governments of different nations. As nations come closer together, globalization is creating multicultural spaces in contemporary societies, a phenomenon that has direct consequences for marketing in a globalized world. Specifically, global marketers need to pay attention to the five forces of globalization: growing multiculturalism, increased competition from every corner of the world, cultural mixing, information flows and co-creation, and global interdependencies. This book illustrates how marketers can take advantage of these forces to build brands that resonate with consumers at a cultural level.