Is Culture a superficial barrier to global marketing?: A Case study of food and drink products in Turkey

Abstract

In a world of converging needs and desires, globally standardizing products would lead to lower production costs, improved quality of products as well as management. The validity of this argument proposed by "global marketing" is discussed taking into consideration the differences existing within cultures and whether culture is in fact a barrier to globalization. A study was conducted in order to explore whether global marketing strategies can be successful in Turkey for food and drink products competing with local counterparts with regard to age, sex and so c i o ­ economic status comparisons.