Document Type

Article

Publication Date

2004

Publication Title

Ekonomski pregled, Economic Review

Volume

55

Issue

3-4

Pages

302-316

Publisher Name

Croatian Society of Economists

Abstract

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 meaning and process of market globalization.

Comments

Author Posting © Croatian Society of Economists, 2004. This article is posted here by permission of the Croatian Society of Economists for personal use, not for redistribution. The article was published in Ekonomski pregled, Economic Review, Volume 55, Issue 3-4, 2004, https://hrcak.srce.hr/index.php?show=toc&id_broj=1481

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Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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