Sökning: "Cecilia Grundberg"
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1. The Levity of Homogenisation of Taste - A Critical Inquiry into the Standardisation Construct
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : 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
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