Globalisation and Advertising in Emerging Economies
Brazil, Russia, India and China are four of the largest and most dynamic contemporary emerging economies in the world. Strong economic growth in each of these economies has been accompanied by the expansion of the advertising and consumer goods sectors. Using a series of country studies this book explores the dynamics of global capitalism from the perspective of global advertising.
The book highlights the ongoing expansion of advertising and consumerism against the wider socio-economic, political, environmental sustainability and cultural contexts. It provides fresh insights about contemporary global priorities, and argues that advertising plays a key role linking culture and the economy. By presenting individual case studies of advertising campaigns, it offers examples of the globalisation of specific brands. Environmental implications of the expansion of advertising and its role in stimulating consumerism are explored in the context of the four emerging economies. The book compares and contrasts the individual country profiles, and makes an assessment of the validity of the argument regarding their projected importance and the likelihood of their future dominance of the global economy.
Lynne Ciochetto is an Associate Professor at the Institute of Communication Design, Massey University, New Zealand. Her research interests include sociology, anthropology, development studies, environmental sustainability and graphic design.
Routledge studies in international business and the world economy
1 States and Firms
Multinational enterprises in institutional competition
Razeen Sally
2 Multinational Restructuring, Internationalization and Small Economies
The Swedish case
Thomas Andersson, Torbjrn Fredriksson and Roger Svensson
3 Foreign Direct Investment and Governments
Catalysts for economic restructuring
Edited by John H. Dunning and Rajneesh Narula
4 Multinational Investment and
Economic Structure
Globalization and competitiveness
Rajneesh Narula
5 Entrepreneurship in a Global Context
Edited by Sue Birley and Ian Macmillan
6 The Global Structure of Financial Markets
An overview
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7 Alliance Capitalism and Global Business
John H. Dunning
8 Multinational Enterprises from the Netherlands
Edited by Roger van Hoesel and Rajneesh Narula
9 Competition, Growth Strategies and the Globalization of Services
Real estate advisory services in Japan, Europe and the United States
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10 European Integration and Foreign Direct Investment in the EU
The case of the Korean consumer electronics industry
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11 New Multinational Enterprises from Korea and Taiwan
Beyond export-led growth
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12 Competitive Industrial Development in the Age of Information
The role of co-operation in the technology sector
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13 The Global Restructuring of the Steel Industry
Innovations, institutions and industrial change
Anthony P. DCosta
14 Privatisation and Liberalisation in European Telecommunications
Comparing Britain, the Netherlands and France
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15 Multinational Corporations
Emergence and evolution
Paz Estrella Tolentino
16 Foreign Direct Investment in Emerging Economies
Corporate strategy and investment behaviour in the Caribbean
Lou Anne A. Barclay
17 European Integration and Global Corporate Strategies
Edited by Franois Chesnais, Grazia Ietto-Gillies and Roberto Simonetti
18 The Globalisation of Corporate R&D
Implications for innovation systems in host countries
Prasada Reddy
19 Globalization of Services
Some implications for theory and practice
Edited by Yair Aharoni and Lilach Nachum
20 A Century of Foreign Investment in the Third World
Michael J. Twomey
21 Global Capitalism at Bay
John H. Dunning
22 Foreign Direct Investment
Research issues
Edited by Bijit Bora
23 Ford and the Global Strategies of Multinationals
The North American auto industry
Isabel Studer Noguez
24 The World Trade Organization Millennium Round
Freer trade in the next century
Klaus Deutsch/Bernhard Speyer
25 Consultancy and Innovation
The business service revolution in Europe
Edited by Peter Wood
26 Knowledge Economies
Clusters, learning and co-operative advantage
Philip Cooke
27 The Role of Resources in Global Competition
John Fahy
28 Globalization, Employment and the Workplace
Diverse impacts
Edited by Yaw A. Debrah and Ian G. Smith
29 Transnational Corporations
Fragmentation amidst integration
Grazia Ietto-Gillies
30 Growth Theory and Growth Policy
Edited by Harald Hagemann and Stephan Seiter
31 International Business and the Eclectic Paradigm
Developing the OLI framework
Edited by John Cantwell and Rajneesh Narula
32 Regulating Global Trade and the Environment
Paul Street
33 Cultural Industries and the Production of Culture
Edited by Dominic Power and Allen J. Scott
34 Governing Interests
Business associations facing internationalization
Edited by Wolfgang Streeck, Jrgen Grote, Volker Schneider and Jelle Visser
35 Infrastructure Development in the Pacific Region
Edited by Akira Kohsaka
36 Big Business and Economic Development
Conglomerates and economic groups in developing countries and transition economies under globalisation
Edited by Alex E. Fernndez Jilberto and Barbara Hogenboom
37 International Business Geography
Case studies of corporate firms
Edited by Piet Pellenbarg and Egbert Wever
38 The World Bank and Global Managerialism
Jonathan Murphy
39 Contemporary Corporate Strategy
Global perspectives
Edited by John Saee
40 Trade, Globalization and Poverty
Edited by Elias Dinopoulos, Pravin Krishna, Arvind Panagariya and Kar-yiu Wong
41 International Management and Language
Susanne Tietze
42 Space, Oil and Capital
Mazen Labban
43 Petroleum Taxation
Sharing the oil wealth: a study of petroleum taxation yesterday, today and tomorrow
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44 International Trade Theory
A critical review
Murray C. Kemp
45 The Political Economy of Oil and Gas in Africa
The case of Nigeria
Soala Ariweriokuma
46 Successfully Doing Business/ Marketing in Eastern Europe
Edited by V.H. Kirpalani, Lechoslaw Garbarski, and Eredener Kaynak
47 Marketing in Developing Countries
Nigerian advertising and mass media
Emmanuel C. Alozie
48 Business and Management Environment in Saudi Arabia
Challenges and opportunities for multinational corporations
Abbas J. Ali
49 International Growth of Small and Medium Enterprises
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50 Multinational Enterprises and Innovation
Regional learning in networks
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