It all started with products placements in films. Day-to-day scenes were depicted in Hollywood films during which we could see the actors consuming real brands. Such an international marketing communication strategy led up to creating brand awareness, brand image and willingness to buy such brands because consumers wanted to identify themselves with their heroes. Product […]

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The World is Not Flat

Monday, April 7, 2014, Cultural Differences, by Eliane Karsaklian

For centuries, people who claimed the world was round were ostracized. Now it’s the other way around. There is a notion that globalization has made the business world flat. That certainly hasn’t been my experience. A flat world is a place in which we wouldn’t want to live. Culture would be homogeneous. Everything would follow […]

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