Globalization, particularly through information and communication technologies, has greatly influenced the marketing of products from the West to the rest of the world. Western culture, identified with Europe and North America, is deeply ingrained in business marketing around the world today. However, people in other countries may not be comfortable with certain marketing strategies laced with Western culture. This creates a challenge for businesses, with the potential risk of a drop in sales or outright boycott of their products and services in these countries.
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