About the Book: This book is based on the idea of `holistic globalization` rooted in a dynamic interaction between four fundamental forces of Market, State, Community and Self. This leads us to a new global (`viswa`) vision of sacro-spiritual & sacro-civic society wherein there is a proper...

Purpose: The purpose of this paper is to conduct a five-country study of consumers’ need for uniqueness (CNFU) and examine its research and practical implications. Most studies examining CNFU have used single country or US-based samples. To promote cross-cultural research, the authors test...