MARKETING BRIDGE OF GLOBAL COMPANIES FROM WEST TO EAST: CREATE, COPY AND PASTE OF GLOBAL CONSUMER CULTURE

Beba Rakic; Mira Rakic

Beba Rakic Faculty of Business Studies, Novi Beograd
Mira Rakic Faculty of Business Studies, Novi Beograd

Keywords: global marketing, global consumer culture, global brands, global consumer behaviour, Western countries, Eastern countries

Abstract

This paper is focused on ‘marketing bridge’ from West to East. On the basis of marketing activities and by using opportunities in environment, global companies influence the creation and transfer of global consumer culture (GCC). The basis is presented by "patterns” of global consumer behaviour by product categories. In the process: creating, copying and pasting, "patterns” of global consumer behaviour by product categories are mostly transferred on relation West - East, i.e. from Western countries and regions to Eastern ones. Consumers, by purchasing global brands and in general by their behaviour according to certain patterns contribute to the survival and development of global companies (which are, for the time being, from the West).

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