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| Author: | Ittersum, K. van Wong, N. |
| Title: | The Lexus or the olive tree? Trading off between global convergence and local divergence |
| Journal: | International Journal of Research in Marketing
2010 : JUN, VOL. 27:2, p. 107-118 |
| Index terms: | consumer behaviour globalization international marketing government public policy network analysis surveys Europe |
| Language: | eng |
| Abstract: | The article presents a conceptual framework to describe consumers' responses to globalization. This is done through a cross-national survey on consumer support for a pan-European government policy aimed at countering global convergence by preserving local cultural divergence. The results show that consumer support for the policy increases with beliefs about the policy's efficacy in preserving the authencity of cultural products and protecting their local economic production structures. It seems to decrease with beliefs about policy-induced proce increases. |
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