Transnational marketing for transnational consumers

Marketing

Further details

The ways in which mobility and movement play a role in marketing and international business and management are of interest in an increasingly fast moving world, as an ever growing number of people are pursuing transnational lives along with an increasing connectivity beyond national borders. A new type of consumer, the Transnational Consumer appears while also Transnational Marketing is becoming a common challenge in today's globalizing and fast moving world of business. In this study I examine the transnational character of organizations and firms to emphasise the importance of the transnationality of marketing strategies for success. I also introduce the concept of 'transnational consumers' and 'transnational mobile consumers' which takes into account the increasing human mobility and its implications for marketers.
 
Ibrahim Sirkeci is Professor of Transnational Studies and Marketing at Regent’s College London, where he is also the Director of the Regent’s Centre for Transnational Studies (RCTS).