A Cross‐cultural Study of a Global Product in Israel and Australia

Abstract

A limited number of tests have been made on the potential of global products and fewer still on cross‐cultural comparisons. The present study empirically tested consumer perception of a non‐durable product in two markets: Israel and Australia. The study does not support several aspects of globalization theory, but does consider the possibility of a global product. The results indicate there are considerable differences in international consumer perceptions.

Citation

Kustin, R.A. (1993), "A Cross‐cultural Study of a Global Product in Israel and Australia", International Marketing Review, Vol. 10 No. 5. https://doi.org/10.1108/02651339310050075