Abstract:
One of the most significant factors influencing the globe today is globalisation and international corporate policies related to marketing, yet neither a well recognised definition nor a set of metrics exist for the phenomenon. Because the phrase is so broad and ambiguous, it is challenging to use empirical data to bolster theories about globalisation. This article aims to provide policy makers a better understanding of the complex phenomenon of globalisation by discussing the need for improved definition and quantification of globalisation, international policies, business, and marketing. There is discussion of the different interpretations of globalisation and the different approaches taken to measure it.
Even though researchers have made some headway in defining globalisation and creating a useful measurement system, further research on this important idea is still required.
