ABSTRACT
This chapter discusses globalization and reflect on its origins, and the drivers of globalization and the important mechanisms through which globalization operates. It also discusses related issues and impact on marketing decisions. One of the ideas often associated with globalization is that distance represents less and less of an impediment to international business in general, and to international marketing in particular. Globalization has been described as "the increased mobility of goods, services, labor, technology and capital throughout the world" and adds that, from the viewpoint of the firm, as "the process of doing something that is worldwide in scope". Globalization is more about the "displacement" of an object, across borders, from a specific origin to a wider destination. Globalization is such a complex phenomenon that it is hard to disentangle its drivers. The chapter focuses on the most recent phase of globalization, when globalization adopted a faster pace at the turn of the twenty-first century.
