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Central and peripheral consumption contexts: the uneven globalization of consumer behaviour

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  • Djursaa, Malene
  • Kragh, Simon Ulrik

Abstract

The possibility of marketing standardized products depends on the ability of the products to penetrate the cultural systems of the intended markets. A segmentation of markets into peripheral (culturally open) and central (culturally closed) consumption contexts makes it possible to identify structures which are receptive to foreign, unfamiliar products and structures which resist globalization. This segmentation principle may be a valuable help for the firm's strategic decisions about the product portfolio's composition of locally adapted and globally standardized products. The theoretical argument builds on data collected on the consumption context of furnishings in Britain, supplemented with Denmark, and the consumption contexts of food in the three Arab cities, Riyadh, Jedda and Dubai.

Suggested Citation

  • Djursaa, Malene & Kragh, Simon Ulrik, 1998. "Central and peripheral consumption contexts: the uneven globalization of consumer behaviour," International Business Review, Elsevier, vol. 7(1), pages 23-38, February.
    • Handle: RePEc:eee:iburev:v:7:y:1998:i:1:p:23-38
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    1. Busnaina, Izzudin & Woodall, Tony, 2015. "Doing business in Libya: Assessing the nature and effectiveness of international marketing programs in an evolving economy," International Business Review, Elsevier, vol. 24(5), pages 781-797.

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