Modernisation versus Westernisation of Asian Consumer Behaviour

The world economy is globalising. Time and distance are shrinking as efficiency and speed greatly improve communication, transportation and financial flows. The Internet alone has had an enormous effect in terms of international availability of information as well as the capacity for personal and professional communication. The media, too, have become internationalised; we can watch CNN in the vast majority of cities across the world. In entertainment, the film and music industries ensure the worldwide distribution of movies and music, communicating similar cultural values across the globe.