Faculty of Economic Administration
Department of Business Administration
Subject: International Business
Topic: Effects of Globalizations
Introduction:
As discussed by (Usunier & Lee, 2009)1 Globalization is not something newly came into
existence; Global trade practices have been in place since the time of the first civilization, the
silk road was an ancient trade route formed in the 205BCE that linked the West to the East
(Elisseeff, 2001)2, furthermore, Greeks and Romans traded goods with the peoples of Asia
before 30BCE (Shaw, 2000)3.
(Cohen and Kennedy, 2000, p10)4 describe Globalization as “the method in which the world is
being joined together”. Globalization brought international products in our daily lives (Van
Raaij, 1997)5. Although, the word ‘globalization’ is frequently used as a destructive term to
describe the destructive influence it has on the economy, society, culture, and on the
environment, (Bauman et al., 2001; Wolf, 2003)6. Customers in this day and age more and more
using international products in their daily life as peoples are being ‘joined’ together to practice a
“world culture” (Friedman, 1994)8. Globalization was very interestingly described by (Levitt,
1983)9 that a customer fly with Virgin Atlantic, stays overnight in Hilton hotels, drink San
Pellegrino, drive BMW, smoke Marlboro, wear GAP, eat Burger King, listen to Madonna, read
Vogue, etc., The society is attractive towards international products and markets more and more
and adapting the standardized products increasingly, therefore the practice of globalization
