Sökning: "Cecilia Grundberg"

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  1. 1. The Levity of Homogenisation of Taste - A Critical Inquiry into the Standardisation Construct

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Johan Grundberg; Andreas Malmgren; Cecilia Cassinger; [2003]
    Nyckelord :homogenisation; hegemonisation; taste; Theodore Levitt; perception; meaning; modernity; consumption; standardisation; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : For decades, Theodore Levitt's notion of the homogenisation of consumer taste, as a consequence of globalisation, has been used in the marketing literature to legitimise standardisation as global strategy. Levitt's notion of homogenisation of taste refers to a worldwide desire for modern, low priced, world-standard and dependable products from the modern, and primarily western, world. LÄS MER