Ivana ModenaGlobale Märkte und lokale Strukturen

About this book deutschenglish

Dr Modena gives an important contribute to the theory of glocalisation analysing the global markets in relation to the world-wide consumer society.

What does it happen when products/brands become global? Economisation of cultures or culturalisation of global markets? In concrete terms we are primarily concerned with what influence cultural characteristics exercise on the international brand policy of companies operating world-wide. In view of the globalisation process, one can note over recent decades an increase in the international penetration of products/brands on the world market. When products/brands are exported, their original meaning and the way they are used are often lost or misunderstood, because these foreign brands are shaped and interpreted differently in the receiving cultures. Currently most companies operating around the globe adapt their products/brands to local environments using appropriate localisation strategies. This trend speaks in favour of a growing status of the significance of cultural diversity in international brand policy.

The analysis of both cultural diversity as well as international brand politic of multinationals shed light on “Brand-Idolization” vs. “Brand-Aversion”: fanclubs and purchase of idolisation objects vs protests of no-global activist and choice of no-name consumer goods are both current social phenomena in the global village.