CHAPTER 5

Globalization and Customer-Centric Business Projects

Overview

Globalization promotes transformations in the business environment and consumer culture along the dimensions of economic geography, which can be evidenced by the growth in the urban areas and shorter travel distances as businesses migrate closer to denser population, and generate competition among firms to take advantage of scale and trade in specialized products. Firms prepare for going global by providing convenience to the consumers toward searching for products, buying through technology platforms and settling payments online. Such firms also aim at boosting up the knowledge on products and services and triggering impulse on shopping. The discussion in the chapter demonstrates ...

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