Breaking into the Asian Market

Paper Summary:

This paper examines the "globalization" of the body care industry, with a special focus on the Body Shop and its efforts to establish a vital presence in the Kingdom of Thailand. It discusses whether the Thai consumer is susceptible to same kind of marketing as the typical western consumer.

From the Paper:

"All over the world, traditional ways-of-life are fast disappearing. Modern industry dramatically changes social relationships in any country to which it comes. Cultures are turned upside down. Much as the Body Shop, and Bath and Body Works, are themselves examples of the pervasiveness of Western consumer goods, they are also emblematic of a general Westernization of attitudes and cultural constructs. As non-Western peoples shed their traditional costumes and modes of adornment, in favor of "Papaya Body Butter," "Satsuma Splash," and ten milliliter bottles of "Calm Water Home Fragrance Oil," they also adopt Western attitudes toward family, gender roles, parent-child relationships, and significantly in many places, assume a far more secular worldview. "

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