Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Advertisers And Consumers In Transition, Katherine Sredl, Nataša Renko
Advertisers And Consumers In Transition, Katherine Sredl, Nataša Renko
School of Business: Faculty Publications and Other Works
Globalization of consumption and advertising is a dominant aspect of the post-socialist economic and social transition in Central and Eastern Europe. Yet we are only beginning to understand how consumers and local advertisers make sense of this, the role of historical infl uences, and the meaning of current outcomes. Croatia is an excellent site for researching this. How local advertisers and consumers adjust to globalization, and adjust its forces to their culture, will in no small way determine Croatia’s future, socially, economically, and politically. Through a year of ethnographic fi eldwork in Croatia, the authors hope to unlock the local …