To Be International, Learn to “Unlearn” and Share

Tuesday, June 24, 2014, by Eliane Karsaklian

At birth, we already start learning the ‘right way’ to behave in a society. Parents, relatives, teachers, bosses ­– everyone tells us what we are, and what we are not, supposed to do. This is how we socialize and this is why culture is not innate. We learn to live in a specific culture, and […]


From Hollywood to the World: When the Movie is Part of the Brand

Tuesday, April 29, 2014, by Eliane Karsaklian

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 […]


The World is Not Flat

Monday, April 7, 2014, 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 […]


The Paradox of Globalization

Sunday, March 23, 2014, by Eliane Karsaklian

We’ve been hearing a lot about globalization as a phenomenon bringing people together thanks to their homogeneous needs, wants and consumption habits. We’ve been introduced to global brands and can now buy them in multiple countries. But how true is it that everybody wants to have the same products and the same lifestyle? How assertive […]