Limited empirical studies have been published on the potential marketing of global products and fewer on cross-cultural comparisons of global product performance. The present study empirically tests consumer perception of a nondurable product in two markets: Israel and Australia. The study does not support all aspects of globalization theory, but does consider the possibility of a global product. The results indicate there can be pronounced differences in international consumer perceptions, which global marketers need to be aware of in considering a global marketing strategy.
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