Attila Yaprak

Professor of Marketing and International Business
Director, Doctoral Programs and Board of Visitors Faculty Fellow
Mike Ilitch School of Business
Wayne State University

Acculturation to the Global Consumption Economy: Implications for Business

Today’s global economic interactions are marked by the tension between cultural homogenization and cultural heterogenization. As consumers increasingly adapt to cultural divergence and the consumption patterns this is creating, firms are finding that traditional models of the haves and have-nots, of surpluses and deficits in the balance of trade, of the center vs the periphery economies, of push and pull models that explain migration patterns, and of consumers and producers in marketing are disappearing. These are giving way to a global consumption culture to which consumers around the globe are acculturating. Today, businesses need to understand how this acculturation process is affecting consumption, marketing communications such as media habits, and the segmentation, targeting, and positioning strategies that they must implement to remain competitive. Today’s presentation will explore these issues.

Bio:

Dr. Attila Yaprak has been a professor of marketing at Wayne State University for 40 years. An expert on the internationalizing firm and its expansion strategies, he is a member of the Academy of International Business, American Marketing Association and Academy of Marketing Science. He is extensively published in the literature in international business and marketing and has taught in and/or had research fellowships at universities in Austria, China, England, Finland, France, Germany, Nepal, the Philippines, Spain, Thailand, and his native Turkey.

He has consulted extensively with international firms and government institutions, including the International Trade Center of the World Trade Organization at the United Nations.  A winner of many teaching and research awards, including the President’s Award for Excellence in Teaching, Dr. Yaprak was the recipient of the Inspirational Teacher of the Year Award in 2017 given by the Mike Ilitch School of Business at Wayne State University.