The Arab as a Man
Breaking the 'Masculinity' Code
Krishna Kashore PatnaikQualitative Group, TNS Middle East & Africa, United Arab EmiratesHouda KoussaBusiness Compass, United Arab Emirates
THEORY AND PROPOSAL
Preface
In the New World freedom and globalization are two of the largest forces which are embarking upon the world externally and minds internally. Democratization of the world is breaking anarchical barriers and man would find ways to exert superiority which is an implicit need. In such a scenario brands would act as a medium. Globalization encourages competition, hence brands need to connect at a much deeper level...