Intra-National Internationalization: a Study of Multicultural Consumption Patterns Within Developing Countries

EasyChair Preprint 505

Abstract

As a result of the seamless flow of products, services, and cultural artifacts of various kinds, national cultures in our times have evolved into microcosms of the global culture. The global flow and cross-breeding of cultures mean that marketing has acquired certain dimensions of a cross-cultural venture, even when conducted within traditional domestic boundaries. Our analysis helps in the identification of five key forces that drive these changes. These are: globalization, technology, mainstream media, mobility, and demographics. The implications of the relatively new development of intra-national internationalization are discussed based on examples drawn from Turkey, Egypt, Singapore, and Nigeria.

Keyphrases: Globalization, Mobility, Technology, consumption, culture, demographics, media

@booklet{EasyChair:505,
  author    = {Rasha Tantawy and George Babu},
  title     = {Intra-National Internationalization: a Study of Multicultural Consumption Patterns Within Developing Countries},
  howpublished = {EasyChair Preprint 505},
  year      = {EasyChair, 2018}}