Ekonomski pregled, Economic Review
Croatian Society of Economists
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.
Sredl, Katherine and Renko, Nataša. Advertisers and Consumers in Transition. Ekonomski pregled, Economic Review, 55, 3-4: 302-316, 2004. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works,
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© Croatian Society of Economists, 2004.