Cameron Flynn

Document Type

Honors Project

First Advisor

Paul Ewell

Degree Award Date

Spring 2008


Globalization, Marketing, Business, Standardization, Customization


International Business | Marketing | Sales and Merchandising


Globalization is a trend that is affecting the whole world and has an especially great impact on the world of business. This paper looks at how globalization affects business and the methods that marketing managers used to best satisfy global markets with the goal of company profits. This paper argues that globalization is one of the greatest factors affecting multinational companies today and the best way to address a global community is with a customized marketing strategy.