Wilson, Jonathan A.J. (2010) Understanding cultural homogenization and hybridization - through a study of BBC Asian Network. In: Doing Business in India, 27-28 May 2010, University of Greenwich, UK. (Unpublished)

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Abstract

This presentation examined what has been termed by Jonathan Wilson as the Brand surrogacy phenomenon: where brands have become conduits for cultural homogenization and hybridization.

A particular focus was given to 2nd and 3rd Generation children of Indian sub-continent economic migrants, and their potential for offering international competitive advantage.

Finally a case study on the BBC Asian Network was presented.

Item Type:	Conference or Conference Paper (Speech)
Additional Information:	[1] This paper was presented at the "Doing Business in India" Conference held from 27-28 May 2010 at the Greenwich campus and organized by the Centre of Indian Business at the University of Greenwich.
Uncontrolled Keywords:	brand surrogacy, India, 2nd generation migrants, multiculturalism, international business
Subjects:	G Geography. Anthropology. Recreation > GN Anthropology H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Organisation
Last Modified:	14 Oct 2016 09:12
URI:	http://gala.gre.ac.uk/id/eprint/4644

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