Globalization Unveiled: Navigating the Impact of Firm and Consumer

Globalization Unveiled: Navigating the Impact of Firm and Consumer explores the multifaceted area of globalization and examines its impact on consumer behavior and marketing strategies. The authors review how the forces of globalization can influence the activities of companies and the decisions of consumers. Globalization is fundamentally changing the way people think about themselves and how they respond to cultural representations in the environment, which is the focus of the current review. The monograph begins with a brief history of globalization to provide the context for introducing its definition. Next, it reviews how globalization impacts consumer behavior and broadens the discussion to consequences for industries and countries. It concludes by taking a look into the future and discussing knowledge gaps and how globalization intersects with existing technological developments and sustainability movements.