Abstract
A historically unprecedented economic force has arisen in the last quarter of the twentieth century and the first decade of the twenty-first century: globalization, which has been continually accelerating its spread and its impact. Globalization is, basically, integration of the countries and peoples of the world. It has been brought about by the significant reduction of costs of transportation and communication and the elimination or reduction of barriers to the flows of goods, services, capital, knowledge, technology and people across borders (Stiglitz 2002). Globalization has tremendously formed, modified and conditioned the modern global consumer. However, as such a powerful movement, globalization has also certain negative features. It is critical that we examine and compare the positive aspects of globalization with its negative features so we can benefit from its vast potential without being penalized or getting hurt (Kendo 2000).
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Samli, A.C. (2013). Introduction. In: International Consumer Behavior in the 21st Century. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-5125-9_1
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DOI: https://doi.org/10.1007/978-1-4614-5125-9_1
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