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Consumer Cosmopolitanism in the Age of Globalization by Melvin Prince

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CHAPTER 1

Cosmopolitanism as a Journey

The Construct and Dynamics of Change

Hugh M. Cannon

Wayne State University

Attila Yaprak

Wayne State University

Introduction

The confluence of two forces has helped shape the world economy during the last two decades: (1) profound advances in information and communication technology, accelerated by the internetization of markets and consumers; and (2) sweeping changes inspired in markets and competition by the arrival of internationalizing firms from all over the world and the insatiable appetites of consumers that increasingly demand their products and services.1 The interplay of these forces has heightened the urgent need for a deeper grasp of the underlying drivers and behavior patterns of consumers ...

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