Homogenization

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1. Does Globalization affect cultural homogenization?

2. Globalization and culture

1. McDonaldization
2. Glocalization (McDonalds & Coca-Cola)
i. Useful for Marketing Purposes – helps companies evaluate their marketing strategies ii. We are all from different cultural backgrounds; it is interesting to see how marketing differs to all backgrounds.

3. References
1. Wang, Y. (2007) Globalization Enhances Cultural Identity. Intercultural Communication Studies, XVI (1): 83-86. 2. Holton, R. (2000) Globalization’s Cultural Consequences. The ANNALS of the American Academy of Political & Social Science, 570: 140-152. 3. Dumitrescu, L. & Vinerean, S. (n.d) The Glocal Strategy of Global Brands. Studies in Business & Economics, 147-155. 4. Ritzer, G. (1996) The McDonaldization of Society. USA: Pine Forge Press. 5. Jandt, F.E. (2004) Intercultural Communication: A Global Reader. USA: SAGE Publications. 6. Yamada, K. (2010) Competition in the Local Market at the Age of Globalization: A Framework of Glocalization Strategy in Fast Foods Industry. International Journal of Business Strategy, 10 (4): 85-98. 7. Hofstede, G. (1994) ‘The Business of International Business is Culture’. International Business Review, 3(1): 1-14.

4. These articles have provided information about the topic and have given specific examples of Globalization and Cultural Homogeneity. These articles included both sides of the argument.

5. With the increase of Globalization, industries are getting affected. It is important for industries to understand cultures in order to plan for their marketing strategies.

6. Ishikawa Model (Cause-Effect Model)

1. Effect – Understanding the topic in depth. Understanding how Globalization affects Culture. 2. Causes:
i. Synthesize the journal articles to find relevant journal articles ii. Spend time understanding relevant journal articles
iii. Picking out specific points related to the...
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