Cultural Changing In Global Competition.

Abstract

In going global, firms are forced to be local yet stay competitive. It is because culture defeats the possibility to use a purely standardization strategy for going global. Culture also turned out to be a teeter contributing the existence of controversial product. A lot of everyday product is considered as controversial product that make firms find the difficulty in marketing the product. However, culture is dynamic thus people's perception toward controversial product might also change. Thus, this research will analyze if cultural changing happen by using advertisement of controversial product in a global controversial magazine as the illustration