A Cross‐cultural Study of a Global Product in Israel and Australia

A limited number of tests have been made on the potential of global products and fewer still on cross‐cultural comparisons. The present study empirically tested consumer perception of a non‐durable product in two markets: Israel and Australia. The study does not support several aspects of globalization theory, but does consider the possibility of a global product. The results indicate there are considerable differences in international consumer perceptions.

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Year of publication:	1993
Authors:	Kustin, Richard Alan
Published in:	International Marketing Review. - MCB UP Ltd, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 10.1993, 5
Publisher:	MCB UP Ltd
Subject:	Australia \| Consumer attitudes \| Global marketing \| International marketing \| Market research \| Perceptions

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/02651339310050075 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014827658