Impact of globalization on a retail firm

Business Project Research

Table of Contents
TITLE..............................................................................................................................................1
CHAPTER 1 INTRODUCTION.....................................................................................................1
MAIN BODY ..................................................................................................................................1
1.1 Research Proposal............................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction......................................................................................................................3
2.2 Literature Review.............................................................................................................3
CHAPTER 3 METHODOLOGY....................................................................................................7
3.1 Research Approach...........................................................................................................7
3.2 Methodologies..................................................................................................................7
CHAPTER 4 DATA COLLECTION and ANALYSIS...................................................................9
4.1 Data Collection.................................................................................................................9
4.2 Data analysis, presentation and discussion.....................................................................11
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................21
CHAPTER 6 REFLECTION.........................................................................................................22
REFERENCES..............................................................................................................................23

TITLE
“Impact of globalization on a retail firm.”
CHAPTER 1 INTRODUCTION
Globalization is a process that is been carried within organization to improve the quality
of products and services that will help the organization to enhance the quality of products and
services for the firm. The operating on global level will help the organization to improve the
production and profitability of an organization. The present research will lay impact on the
overall planning of operations and action plans that will influence the sales and overall revenue
of the organization. For the research process, Marks and Spencer is been selected. It is a UK
based retail enterprise.
MAIN BODY
1.1 Research Proposal
Research Project description
The effective project on the globalization will be carried out in much suitable way that
will make the organization to carry out the business operations and action plans to a greater
level. The effective analysis of globalization process is very important that will help the
organization to carry out operations and meeting needs and demands of the firm and their
customers with proper market planning(Papastergiadis, 2018). This project will help the
organization to identify the action plans that will help in proper management of business
activities and thus will lead the organization to improve the overall performance in much suitable
way. The nature of project is to improve the insight related to operations on the global level by a
business organization.
Research Aim and objective
Aim:
“To identify the impact of globalization on the marketing of an organization. A case study of
Marks and Spencer”
Objectives:
 To increase the awareness about globalization process.
 To analyze the impact of globalization activities on promotional measures of the
firm(Yúdice, 2018).
1

 To evaluate the impact laid by globalization process on marketing measures of Marks and
Spencer.
Reason of choosing the project
The major reason behind choosing this project is to analyze the influence of globalization
measures that are been taken by the M&S. This will help in improving the effective capability of
operations to carry out a proper management of business operations and thus will lead the
organization to have a good and effective growth related to business operations and activities in
much suitable way(Watts, 2018). Besides this, the project will help us to identify effective
measures and operations related to organization. This will help the firm to improve the quality of
services and action plans related to selected retail enterprise, M&S.
Literature Review
Globalisation may be defined as the process of integration and interactions among the
people, governments, companies worldwide. Globalisation is growing on the regular basis due
to advances in communication technologies and transportation technologies which has made an
entire world as a global home. For Marks and Spence Globalisation has played an important role
for its growth and productivity it has also resulted in to the increase in the economic efficiency of
M&S. Due globalisation M&S have able to share ideas, skills, knowledge and technologies
across the world. With the help of globalisation M&S has been able to improve its business
efficiencies and increase its levels of competition across the world. Globalisation have an impact
on the operations of M&S due increase in living standards of the people across the world. But
globalisation has also brought certain challenges to M&S which need to be minimized in order to
remain competitive in the global market.
Activities and Time scale
Activity 1 to 2
Week
3. to
4
Week
5 to
6
Week
7 to 8
Week
9 to
10
Week
11 to
12
Week
13 to
14
Week
15 to
16
Week
17 to
18
Week
19 to
20
Week
Identify
research topic
2

Review of
Literature
Drafting
Methodologies
Complete
Proposal
Design question
and pilot
research
Documentation
of records
Analysing data
and
interpretation
Discussion and
Conclusion
Final
submission
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is both explanation as well as the summary of the entire knowledge and
current state of knowledge on the topics which is found in the books and journals. It is the
process of search as well as the evaluation of the literature which is available in a given topic
and or a chosen subject. It is the introduction of the research paper. Globalization is the process
of interactions as well as the integration which is associated with the cultural ans social aspects.
It is the phenomenon which is driven by the technology and innovative ideas, goods and the
3

people. In this report Marks and Spencer is taken as an organization, M&S is the British
multinational retailer which sells clothing, home products, and also luxury food products. This
report discusses about the what is the importance of globalization to the M&S how globalization
could be useful for the M&S. This report also discusses about what is the impact of
globalization on the different departments of the organization. This report also discusses about
the impact of globalization in increasing the customers for an organization and what are the
negative impacts of globalization on M&S
2.2 Literature Review
Meaning of globalization
According to author Giddens (2018) globalisation can be defined as the process in which
the national as well as the regional societies, cultures, and the economies of the nation become
the integral part of the network of trade, transportation, communication and immigration
globally. It is the phenomenon which has brought entire world to a common platform which has
led to the decrease in the difference of various aspects of the contemporary life like political,
social, economic, life styles, cultural etc. Globalization have resulted in the reduction of cultural
and geographical barriers and also made the entire world a global village. Globalisation is
expanding at the very fast rate due to the effective communication and transportation which has
decreased the distances between the people from different parts of the world and also has been
successful in generating the independence of the people at the international level. Globalisation
is the free movement of goods and services as well as the people across the globe that too in a
integrated and seamless manner. As the result of globalisation the countries has liberalized their
protocols and also welcome investments made by foreign countries in those sectors which are the
main reason for the economical growth. Globalisation also means that the countries has to abide
the rules and regulation of world trade organizations which sees the entire terms and conditions
of the trade between different countries across the world. Globalisation also allows the people,
goods, ideas to be spread across the world which result in more interactions between the different
people of different cultures, different countries, different governments and people of different
economies which has resulted in the common global home(Beck., 2018).
Importance of globalisation for company
According to Stagno (2016)Globalisation is of great importance for Marks and Spencer
as the globalisation will boost the productivity of Marks and Spencer it will also increase the
4

economic efficiency of the M&S. Globalisation will encourage the M&S to have more division
of labour and also the economies of scale. M&S can make the free movement of labour from one
country to another country which will help M&S to choose effective and efficient employees for
the organization. Due to globalisation M&S can gain the advantage of sharing the ideas, skills,
knowledge and technologies across the various borders of the world. The competitive pressure of
globalisation will improve the efficiency as well as the innovations for the M&S. Globalisation
has increased the quality of management and also has increased the conditions of the employees
in M&S. Globalisation has resulted in the increase of the quality of its products and services
across the countries due to increase in the global competition. Globalisation has also increased
the levels of production as globalisation has resulted in the improvement in the technologies
which has helped M&S to upgrade its machines and equipments for the production proces. Due
to liberalization it has allowed M&S to start the business in various parts of the countries which
has resulted in the growth and achieve the profitability in the various parts of the countries.
Globalisation has made M&S to over come from the problems of carrying out the business
because of various presence managers and employees from different parts of the world.
Globalisation has given various benefits to M&S in terms of technology, capable employees,
effective management, quality goods and services and also resulted in the competitive advantage.
Impact of globalisation in different departments of M&S
According to author (Beck., 2018) globalisation the demand for the people has increased
significantly for their skills, knowledge, experience etc so it has made the human resource tasks
more challenging as the human resource experts has to locate the people with the special set of
skills, knowledge, and experienced globally. HR experts has to understand the cultures and
social dissimilarities that exists in the employees of an organization. But the increase in the
technology has also made the jobs easier for HR departments but there are also certain
challenges regarding the technology that the HR department has to face. Globalisation has also
the impact on the production department, as per the free trade agreements M&S come under the
agreements for addressing the global pollution due which M&S has to upgrade their machinery
and equipments to reduce the environmental impacts, M&S have to replace it hazardous or any
non bio-degradable substance with green alternatives. But globalisation has also increased the
levels of production as M&S have introduced new machineries and equipments which has also
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improved the quality of the products and helped in reduction of wastes in the factories of the
organization. Globalisation has also impacted M&S marketing department. M&S has gone
trough the various levels of marketing processes, it has been able to make innovations in
marketing process in order to attract the customers across the world. M&S have to formulate new
marketing strategies in order to attract the customers across the world. Due to globalization M&S
has gone for digital digital marketing for attracting the customers as the present world is a digital
world.
impact of globalisation in increasing customer
According to the authorBaylis, Smith and Owens (2017) globalization have a great
impact on the customers of M&S as globalisation had a great influence on the customers both
business to business and business to customers. Due to globalisation customers have to become
aware about the various products and services as they have the various options available for
purchasing and has increased the buying power of the buyer. Globalisation will increase the
customers for M&S by going global a organisation as M&S will set their businesses in various
parts of the country and this will bring customers for M&S. Globalisation has improved the
quality of goods and services due improvement in technology which increases the customers for
the company. As people keep on moving from one country to another which proves as marketing
tools for M&S and this will increase the customers for M&S across the world. M&S have to
represent their products and services at the global level so M&S have to improve the quality
standards of their products across the world this will increase the customers for M&S.
Globalisation has resulted in the knowledge and information transfer as they are the most
valuable factor in the current environment and this knowledge and information about M&S helps
in increasing the customers for an organisation across the globe. Rapid change in the marketing
also result in the quick and effective ways of marketing tools to attract the customers and these
will help in increasing the customers for the organisation.
Negative impact of globalisation
According to author Crane and Matten (2016) globalisation has reduced the monopoly of
the businesses and has provided the customers a range of options in a single segment. It has
given rise to the high level of competition for the M&S across the world. It results in the
fluctuation in the prices of the goods and services of M&S. Globalisation opens the international
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markets which results in the increase in the competition for M&S. Globalisation increased the
wages of the employees and increased the cost of management in an organisation. It also cause
the unemployment in the organisation. It may also lead to the financial problems for the
organisation. It results in the profit sharing and hence decreases the profits of an organisation at
the huge level. Due to globalisation M&S have to formulate the strategies and policies at the
global level which is a challenging task for the organisation. Protection policies in various
industrialized countries are preventing M&S to enter in the markets which has a negative impact
on the organisation. Cultural uniqueness in different countries provide the challenges for M&S in
marketing and position strategies. There are various political situations in different parts of the
countries which provide the challenges for M&S in different parts of the countries.
CHAPTER 3 METHODOLOGY
3.1 Research Approach
The effective research approach is been taken in consideration by the organization that
will help in proper assessment of globalization issues and measures that will help in proper
management of business activities and thus will help the firm to carry out the research processes
that are been carried out within organization in much suitable way. The effective assessment that
is been carried out within the organization will impact the operations and other activities related
to marketing activities of the firm(Bresler and Stake, 2017). The proper assessment of the
business activities will help the organization will help the firm to carry out the proper
management of business activities and thus support the organization to make suitable plan to
incorporate a proper research and data assessment process that will help in proper management
of business operations and this will lead a retail organization to make appropriate research plans
related to carrying out of business operations in much suitable way.
For the current data assessment process, qualitative research process is been taken in
consideration that will help the organization to improve the quality of business activities and thus
will help in suitable assessment of globalization activities and its impact on the marketing
operations of the organization that will help in proper management of the business activities
which will help in suitable way and assists the organization to improve the quality of operations
in much effective manner. The proper qualitative data assessment approach will help an
organization to improve its performance and get the suitable and proper output from the research
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activities that are been performed. Besides this, the descriptive data design is been taken in
consideration by the firm including the primary data collection method using a close ended
questionnaire.
3.2 Methodologies
Sampling: As the qualitative research approach is been carried out within organisation by the
scholar, it will help in proper assessment of business activities and operations which will
improve the quality of data assessment or research process that are been carried out within
organisation(Humphries, 2017). The present research process will cover the random data
sampling process which will improve the quality of services and business activities that will help
the firm to improve the effectiveness of data evaluation activities. For this purpose, about 20
employees working at M&S are been taken as the respondents that will improve the quality of
business activities to a greater extent.
Data analysis: In order to get the desired and proper output over the effective research on
globalisation process, this can be said that the proper management of data analysis process is
required to be carried out that will help in proper management of business activities and thus will
lead the organisation to manage the data evaluation measures within the organisation. Apart from
this, the output or results that are been received by the organisation will help the firm to improve
the quality of research operations that ware been laid within M&S. The use of a close ended
questionnaire will help in improving the effectiveness of evaluation process that is been carried
out within a firm(Litosseliti, 2018). The firm will look after the proper management of business
activities that will help in improving the quality of business activities in much suitable way. This
will look after the proper handling of marketing operations in much suitable way. This will also
improve the effective planning of business operations and thus will help in proper management
of retail marketing operations. Besides this the thematic analysis will be carried out for effective
presentation of data that has been researched.
Cost, access and ethical considerations: the proper assessment of costing, accessibility and
ethics is very necessary for M&S to carry out the effective data assessment and proper
management of the retail business operations. The cost is the important factor that is been taken
in consideration by M&S for planning up the resource's and activities of the organisation in
much suitable way. The present research process will have a budget of £100,000 for carrying out
the data assessment process. Other than this, the accessibility of the research process to a wider
8

audience will help the M&S to carry out the appropriate retail marketing related operations in
much suitable way(Fletcher, 2017). This will help in gaining a good idea of operations which
will improve the quality of operations in much suitable way. Other than this, the scholar will
look after the proper adoption of ethical measures related to the research process as it will help
the firm to plan a god and effective strategy which will improve the overall quality of business
activities and planning of data research activities that are been taken in consideration by the
organisation to a greater level. This will also improve the overall performance of the organisation
to a greater level. This will help the scholar to improve the quality of operations and thus will
lead the firm to meet the qualitative assessment criteria. The management of a good ethics
related to research process will help in inducing the trust level within the staff and respondents of
the data assessment and research process.
CHAPTER 4 DATA COLLECTION and ANALYSIS
4.1 Data Collection
The data is effectively carried out using the primary data collection measure that will
involve the proper management of a close ended questionnaire that will improve the overall
performance of organisation to a significant stage.
Questionnaire
Are you aware of Globalisation measures that are been taken in consideration by Marks and
Spencer?
 Yes
 No
 May Be
Is the globalisation activities taken in consideration by M&S will support growth of marketing
of the firm?
 Yes
 No
 May Be
Are the operations that are been taken under globalisation are effective to meet organisations
objective?
 Yes
9

 No
 May Be
Is the staff of M&S is well trained to carry out the globalisation process within the
organisation?
 Yes
 No
 May Be
Is the globalisation activities performed within the organisation is well planned?
 Yes
 No
 May Be
Do you agree that operating on global scale has improved the overall performance of the
organisation?
 Yes
 No
 May Be
Are the operations laid by M&S for the globalisation purpose will improve the effectiveness of
products and services offered?
 Yes
 No
 May Be
Do you agree that marketing measures undertaken by the organisation will help in increasing its
connectivity with customers?
 Yes
 No
 May Be
Do you find Global level operations to be effective enough to carry out the marketing related
operations effectively?
 Yes
 No
 May Be
10

Is the globalisation measures improved the customer satisfaction level of M&S?
 Yes
 No
 May Be
Any remark
-------------------------------------------------------------------------------------------------------------------
4.2 Data analysis, presentation and discussion
Theme 1: Consciousness about globalization
Are you aware of Globalization measures that are been taken in consideration
by Marks and Spencer?
Frequency
· Yes 10
· No 5
· May Be 5
11
· Yes · No · May Be
0
2
4
6
8
10
12
10
5 5 frequency

Data Representation: On the basis of the data assessment process that is been carried out within
the organization to analyze the impact of globalization process on the marketing of the goods and
services of the organization, this is been evaluated that among the 20 employees participating
within the research process, 10 respondents were aware about the globalization and marketing
operations carried out at the firm. The other 5 respondents said that they are not much aware
about it while the remaining 5 respondents said that they are not sure about it. Thus, on the basis
of the assessment operation this can be said that the staff of M&S is well aware about the
globalization based marketing activities that are been carried by the retail enterprise.
Theme 2: Globalization supporting growth of firm
Is the globalization activities taken in consideration by M&S will support
growth of marketing of the firm?
Frequency
· Yes 15
· No 3
· May Be 2
12
15
3
2
· Yes
· No
· May Be

Data Representation: As the effective data assessment process is been carried out within the
organization for the proper assessment of globalization process within the organization for the
marketing purposes, this was evaluated that out of 20 participants of data assessment process
within the organization, about 15 respondents favored the fact that the globalization measures
that are been taken within the firm will help in improving the marketing measures of the firm. On
the other hand, three respondents denied to the fact and remaining two participants were
uncertain about it. Hence, on the basis of this assessment, this can be further said that the proper
management of the globalization activities and strategies will support Marks and Spencer to
improve its marketing operations.
Theme 3: Meeting the organizational objectives using the globalization process
Are the operations that are been taken under globalization are effective to meet
organizations objective?
Frequency
· Yes 16
· No 2
· May Be 2
13
· Yes · No · May Be
0
2
4
6
8
10
12
14
16
18
16
2 2
frequency

Data Representation: As the data assessment process is been carried out within the organization
to improve the operations of the organization on the international level, this is been evaluated
that among the 20 respondents participating in the data assessment process that is been carried
out within the organization, About 16 respondents said that the globalization process was
effective to meet organization's objectives in much effective way. On the other hand, two
respondents said that they do not agree to this point while the remaining 2 participants said that
they are uncertain about the types of operations that are been carried out within the organization.
Hence, on the basis of this assessment, it can be interpreted that the globalization process will be
beneficial for the organization to improve the overall marketing and promotional activities and
operations for the M&S.
Theme 4: Training stage of the organization to carry out the globalization and marketing
stage
Is the staff of M&S is well trained to carry out the globalization process within
the organization? Frequency
Yes 14
No 5
May Be 1
14

Data Representation: On the basis of the effective data assessment operations and effective
research activities within the organization, that will help the for to improve the overall operations
of the organization. This will help the organization to identify the proper management of
marketing operations in much suitable way. In this research process, about 20 employees of
M&S have participated, out of which, about 14 participants said that the staff of the selected
retail firm is well trained to carry out the globalization and marketing process within selected
enterprise. On the other hand, 5 respondents said that they are not well trained to manage the
globalization activities. While, the remaining 1 respondent was not so well aware about it.
Hence, on the basis of this output gained, this can be said that the staff of the organization is
capable in maintaining the operations related to globalization.
Theme 5: Effectiveness of planning
Is the globalization activities performed within the organization is well
planned? Frequency
Yes 16
No 2
May Be 2
15
14
5
1
Yes
No
May Be

Data Representation: based on the data interpretation that is been carried out within the
organization this can be said that about 20 respondents have taken part in the data assessment
activities of the organization, about 16 participants agreed to the fact that the globalization
operations that are been taken in consideration by M&S are well planned by the management
while other two respondents denied to it. The remaining 2 respondents said that they are not well
aware about the globalization procedures that are been followed by the firm. Hence, on the basis
16
16
2
2
Yes
No
May Be

of data assessment that is been carried out within the organization, this can be further interpreted
that the globalization and marketing operations that are been taken in consideration by the firm
are well planned and implemented by the management of selected retail enterprises.
Theme 6: Improvement in performance
Do you agree that operating on global scale has improved the overall
performance of the organization? Frequency
Yes 14
No 5
May Be 1
Data Representation: On the basis of the data analysis and interpretation operations that are
been taken by the organization, this can be said that among the 20 respondents of the data
assessment process, about 14 participants said that the decision of company to operate on global
level has been beneficial to improve the overall performance and growth of the firm. On the
other hand, 5 respondents said that it was not quite beneficiary for the organization while,
remaining one respondent was not well aware or known to the fact. Hence, based on this
assessment, this is been said that the data assessment operations and measures that are been
17
Yes No May Be
0
2
4
6
8
10
12
14
16
14
5
1
frequency

carried out at M&S will improve the overall performing capability and effectiveness of the
enterprise to perform the globalization and promotional activities by the organization.
Theme 7: Improvement on product and service quality
Are the operations laid by M&S for the globalization purpose will improve the
effectiveness of products and services offered? Frequency
Yes 15
No 2
May Be 3
Data Representation: Based on the data collection and evaluation process that is been carried
out by the selected retail organization, this can be said that the proper management of the
globalization and marketing operation will help in the proper assessment of the data
interpretation and thus will help in proper management of the research regarding the data
assessment process within the firm. In this process, about 20 employees of Marks and Spencer
has participated out of which 15 participants said that the globalization process will help in
18
Yes No May Be
0
2
4
6
8
10
12
14
16 15
2
3
frequency

improving the product and service quality. On the other hand, 2 respondents denied this fact,
while the other 3 said that they were unaware about proper management of the globalization
processes and marketing activities. Thus, on the basis of the evaluation, this can be said that the
globalization process will help in proper improvement of the product and service quality within
the Marks and Spencer.
Theme 8: Increasing customer connectivity
Do you agree that marketing measures undertaken by the organization will
help in increasing its connectivity with customers? Frequency
Yes 14
No 2
May Be 4
Data Representation: As a data interpretation process has been carried out within the
organization, this can be said that the proper assessment of the globalization process and
operation will help in the effective management of the marketing operations of the organization.
On the basis of the data evaluation process and activities, this can be said that among the 20
19
14
2
4
Yes
No
May Be

employees participating within the data assessment process, 14 respondents believed that the
globalization process has helped the selected retail enterprise to carry out their connectivity with
various customers in much effective way. Two respondents said that they don't found the data
assessment process to be more effective to induce connectivity of the organization. While on the
other hand, the remaining 4 respondents were found out to be uncertain about it, thus, on the
basis of this assessment, this can be said that the globalization operation is a better option for the
firm to connect and communicate with their customers all over the globe.
Theme 9: Effectiveness of marketing related operations
Do you find Global level operations to be effective enough to carry out the
marketing related operations effectively? Frequency
Yes 12
No 6
May Be 2
Data Representation: Based on the effective data assessment and evaluation process that is
been carried in the Marks and Spencer, this can be said that the proper management of the
globalization operations can be carried out within the firm. In this process, 20 employees of
M&S participated as respondents out of which 12 said that the globalization process will help in
20
Yes No May Be
0
2
4
6
8
10
12
14
12
6
2
frequency

carrying out the marketing related operations and activities in much effective and suitable
manner while 6 participants denied the fact. The remaining 2 respondents said that they were
uncertain about it. Hence, on the basis of the effective data assessment and evaluation process,
this can be said that the globalization and marketing operations will help in the proper
management of the business activities which will help the firm to carry out the operations of the
organization on the global level in much effective manner.
Theme 10: Improvement of customer satisfaction level.
Is the globalization measures improved the customer satisfaction level of
M&S? frequency
Yes 16
No 1
May Be 3
Data Representation: On the basis of data assessment and evaluation process that is been
carried out in much suitable way at the selected retail enterprise, Marks and Spencer, this is been
evaluated that out of 20 respondents that have participated within the data assessment process at
21
16
1
3
Yes
No
May Be

the selected retail entity, about 16 respondents found that the effective placing of the
globalization and marketing operations within the organization help in proper increase in
customer satisfaction level. However, one respondent denied the point while the remaining 3
respondents turned out to be unaware about the operations. Henceforth, this can be further
interpreted on the basis of the data collection and assessment process, this can be further said that
it helps in proper increase in the customer satisfaction level.
CHAPTER 5 CONCLUSION AND RECOMMENDATION
On the basis of this assessment, this can be further concluded that the proper management
of the globalization process will help the organization to improve the quality of the services and
business operations that are been taken within the considerations of the firm. This can be said on
the basis of the assessment certain measures can be recommended that:
 The Globalization process can be communicated within the organization prior to
implementation.
 Proper market research can be performed before adopting the globalization process for
the M&S.
CHAPTER 6 REFLECTION
On the basis of the assessment, I can say that the proper management of the business
activities will help to improve the effective the proper management business activities and
globalization measures which will help in proper assessment and operations. It will help me to
carry out the proper management of the business activities and marketing operations that will
help in improving the overall operations and this will help in carrying out customer satisfaction
level. I also found that the globalization measures that are been carried out within the firm will
improve the overall productivity of a business organisation to a higher level. This will help in
leading the organisation to enhance the quality of services and thus, will lead to a higher level of
customer satisfaction level. As a data analyst, I can say that the research process that is been
carried out within the firm. This will help in suitable planning by adopting effective research
methods that will influence the growth and rise of the business activities and operations within
the organisation. Other than this, it will also influence the overall productivity of operations and
action plans within the organisation for identifying effectiveness of globalization measures
within the firm. Adopting qualitative research method with primary data collection using
22

questionnaire and thematic analysis will contribute to have a good understanding of globalization
measures over the firm.
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