Abstract
Culture is recognized as the most fundamental shaper of consumer behavior. Global forces inexorably penetrate the economic, political, and social realms. It is critical to understand the impact of globalization on the cultural makeup and subsequent behaviors of consumers worldwide. In the wake of globalization, and to attract and serve customers around the world, marketers need to understand where and when cultures and consumers are homogenizing, and the contexts under which diversity is likely to persist or even intensify.
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