chapter  9
10 Pages

Cultural Customization: The Future is Here

The relentless march of globalization has brought with it profound and farreaching effects. We are presently witnessing an unprecedented migration of peoples across the world, the erasing and redefining of national borders, and the instantaneous flow of information. All these factors have profound effects on people’s sense of identity, allegiance, loyalty, and most important to businesses, their patterns of consumption and purchase behavior.