The Role of Consumer Agency in the Globalization Process in Emerging Markets

In emerging markets, the main actors in the globalization process are widely considered to be governments and multinational corporations (MNCs). The authors examine the role of a key player that has largely been left out of the globalization debate—the consumer. Viewed through a lens of consumer age...

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Veröffentlicht in:	Journal of macromarketing 2004-12, Vol.24 (2), p.136-146
Hauptverfasser:	Eckhardt, Giana M., Mahi, Humaira
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumers Emerging markets Globalization Multinational corporations
Online-Zugang:	Volltext
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