Globalization Does Not Imply Homogenization

Nigel Hollis

Nigel Hollis from Millward Brown claims that despite the increasing exposure people have to global cultures, the influence of local culture is still very important for brand success.

Globalization does not imply homogenization

Nigel Hollis Millward Brown

Culture – the history, beliefs, customs, habits and values of a group of people – determines the ways in which we respond to the world around us, including the brands we buy. Local culture helps establish our values and priorities. It determines our taste for food, aesthetic preferences and communication.

Increasingly, however, people everywhere are exposed to foreign cultures through commerce, travel and media. But just how strong is the influence of this global culture when compared to the local cultures in which we are born and raised? While...

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