The Impact of Globalisation on Marketing: A Coca-Cola Case Study

This business research project examines the multifaceted impact of globalisation on marketing, with a specific focus on Coca-Cola Ltd. The study begins with an introduction outlining the background of globalisation and its effects on businesses, followed by a company overview of Coca-Cola. The project aims to investigate the positive, economic, cultural, and ethical impacts of globalisation on marketing. It poses research questions to guide the analysis, including factors influencing globalisation's impact and effective marketing strategies. A comprehensive literature review explores the economic, ethical, and cultural dimensions of globalisation, considering its influence on global economy, ethics, and culture. The research methodologies chapter defines the approach to the study. Data analysis and interpretation are conducted to determine the benefits of globalisation on international business and suggest universal marketing strategies. The conclusion provides recommendations and reflections on the research process. The project includes references to support the findings and analysis.

BUSINESS RESEARCH
PROJECT

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
Background study of the research..........................................................................................3
Company overview.................................................................................................................4
Aims and objectives...............................................................................................................4
Research Questions................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
Introduction............................................................................................................................5
CHAPTER 3 RESEARCH METHODOLOGIES...........................................................................7
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION.......................................................9
CHAPTER 5 CONCLUSION AND RECOMMENDATION .....................................................21
CHAPTER 6..................................................................................................................................22
6.1 Reflect on research methods used in project. ................................................................22
6.2 Consider research methods that could have been used..................................................23
6.3 Areas for further investigation........................................................................................23
REFERENCES..............................................................................................................................24

Research title: “ To investigate positive, economic, cultural and ethical impact of globalisation
on marketing. The case study of Coca-Cola Ltd.”
CHAPTER 1: INTRODUCTION
It is true that globalisation has brought people and businesses much closer. Therefore, it
has been analysed that it provides major impact upon the enterprises across the world. In this
current era it has been found that businesses are undergoing under huge types of changes.
Nowadays, goods and services are easily available from one country to another (Gunn, 2017).
Hence, for businesses globalisation defines as easy availability of goods, connectivity among
nations and also easy access to develop the right trade in one country to another. Hence,
researcher selected the topic positive, economic and ethical impact of globalisation in order
develop deep understanding of the changes (5 benefits of international expansion, 2017). In this
report, perceptions with appropriate research methodologies will get evaluated on the basis of
data analysis which will be observed through certain methods. Recommendations and reflection
will also get develop in this report in order to provide own experience of learning with the case
study of Coca- Cola Ltd.
Background study of the research
Globalisation is the term which mainly provide huge changes in the way business has
been conducted. It has boosted the economy of the western countries where mainly firms will
able to increase their intensity of doing research and development and to increase their capital
regarding the output. It also made it easier for new entities to start their competition with the old
functionaries (Kalitanyi, 2019). It is also ascertained that global branding is enhanced with the
development of globalisation across the world. Positive, economic, cultural and ethical impact of
globalisation has led to investigate what influences that marketing functions of the entity.
Therefore, in the present report case study of Coca-cola Ltd. Will get investigated on the basis of
positive, economic, cultural and ethical impact of globalisation on marketing. This will helps in
conducting appropriate research and to implement better approaches in order to enhancing
marketing functions of the company. With the appropriate methods and reviews the researcher
will create the study in more efficient and effective manner.

Company overview
Present study of the report will be conducted on Coca-cola Ltd. Which is an American
corporation and marketer of the non-alcoholic beverages concentrates and syrups. The company
is now working globally with its popularity across the nations. It is also true that globalisation
has provided huge impact upon the company both in positive and negative way (Adams and
et.al., 2019). The brand is most recognisable across the world and their goal is to expand global
sales. Company has started to branching out its product internationally in 1920 but get the global
expansion in 1980. Its strategy for processing Coke uses in foreign lands to sell products started
working and entity started achieving its success globally.
Aims and objectives
Aim:
To investigate the positive, economic and ethical impact of globalisation on marketing
with the context of Coca-Cola case study.
Objectives:
 To articulate economic, positive and ethical impact of globalisation on marketing.
 To provide the reflection of globalisation on global economy and ethics and culture
 To determine and analyse factors which relates to benefit of globalisation on international
business.
 To suggest the Universal marketing strategies of global companies.
Research Questions
 What are the factors leading to have economic, positive and ethical impact of
globalisation on marketing?
 Determine the reflection of globalisation on global economy and ethics and culture
 Identify and analyse factors which relates to benefit of globalisation on international
business.
 Provide suggestions on universal marketing strategies which hold by global companies.

Research proposal : On the basis of research proposal provided before this research
project is conducted. In the research proposal it has stated about the research aims and
objectives, literature review and the research methodology which will be used for conducting the
research. The proposal provided before assist in conducting the research in proper way. On the
basis of research proposal the whole research has been conducted.
CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review is the process in which both summary and complete explanation in
current state of knowledge on limited source of topic gets found which is in books and journal
articles. This is the process which ensures that researcher do not develop work in accordance
with work which has already been done. This is the process in which researcher highlights
different perceptions of authors which has been created on the areas of findings. Therefore,
literature review of present study are as follows-
Theme 1: To identify the Factors that leads to have economic, positive and ethical
impact of globalisation on process of marketing.
As per the view of Quinlan and et.al., (2019) stated that improvement in economic
growth is one of the main policy of each nation. Thus, it can be stated that globalisation is term
that aids to works as to be key driver to the unpredictable growth of economic. According to
view of Timmer and et.al., (2015) stated that globalisation is term that has enhanced potential
bolster innovation, productivity and promotion of productivity enhancing. Therefore, Taylor,
Bogdan and DeVault, (2015) stated that globalisation of product and financial market led to the
raise of economic integration and also leads to specialised in economic of scale. Economically
smooth flow of trade between the countries get developed. Ethically companies get bound for
conducing their operations within appropriate rules and regulations. According to the economic
point of view, micro factors are seemed to underline the trend of globalisation where first one
include decrease in barriers in flow of goods, services and capital. Most important and second
factor include technological change which is considered as drastic development in few recent
years. Economically, countries are now more easily able to conduct international trade and
foreign direct investment. Thus, Waddell, (2017) stated that this term is mainly based on the
international strategies and also aims to have expansion in business operations at the worldwide

level. Hence, it can be stated that goal of the globalisation it is have diversification into the
activities of the firm so that firm can able to reach more number of the international market. This
leads to enhance the growth of the enterprise in profitable and productive manner. In contrary to
stated that by the integration of markets in terms to the global company, it leads to enhance
interconnectedness of national economies. Hence, Jamali and Safadi, (2019) stated that
globalisation also leads to offer an incentive fir countries and that must be specialise and
beneficial in terms to the application and principle of comparative advantage.
From the ethical point of view author stated that entities now performing their business
operation in more legislative manner where main contribution have been provided for developing
the society where enterprise is been established. It is also true that because of globalisation,
stakeholder are now become more concern in order to invest in companies. They mainly get
attracted to entities which has the strategies for developing needs of the society as well.
In order to adopt such strategies entities across the world economically declining with the
profitability which they incurred and bearing huge cost towards the welfare of the society. From
the economic point of view, there has been decrease in wages which is mainly in developing
countries. This result in higher increase in unemployment rate of emerging market.
Theme 2: To have Reflection of globalisation on global economy and ethics and
culture
According to the CEO and management teams of large company they stated that
globalisation is the most critical challenges which they are facing today. However, Coca-Cola is
expanding its business internationally from last 50 years with their differentiation strategy which
is termed as marketing technique used by entity in order to develop their strong base at specific
market. It has been found that the entity has been focused on mainly two aspects that is branding
and cost leadership. For example: Coca-Cola offering regular soda, a diet soda, and many
innovative products in order to target the customer emotionally, by motivating the buyer and to
establish loyalty of the users. Therefore, this is main finding which helps in analyse that how
Coca-Cola has bear the success in international market.
Main purpose of the business is to serve its customer and while operating functions at
global level entities firstly has to develop proper market analysis in order to know the taste of
consumer, its market trend in that particular area. Communication between the organisation and

its subsidiary is also a main factor which has faced by entities which are operating their
businesses at global level.
Theme 3: Determining and analysing factors that all relates to benefit of globalisation on
international business.
According to the view Kalitanyi, (2019) stated that globalisation provides immense
benefits and it leads to advanced the facilities of transportation and communication technology.
With the help of increased global interaction and growth of international trade, ideas and culture
affects the working of enterprise. In contrary to Gunn, (2017) stated that globalisation leads to
enhance the competition among the firm and it is related with the factor as target market,
technical adaption and quick production by the companies. According to the view Quinlan and
et.al., (2019) it can be stated that the globalisation is term that leads to provide the inward
investment and also provides new jobs and skills for local people. As per the view of Taylor,
Bogdan and DeVault, (2015) it can be stated that globalisation is the term that can impact on the
faster transmission of techniques and innovations. As per the view of Timmer and et.al., (2015)
Waddell, (2017) stated that globalised countries has lower government outlays and taxes. With
the help of integration among the people, companies and government at the worldwide this aids
to enhance the business functions at the global level. In addition to this, it can be said that
increment in the globalisation leads to have enhancement in the interdependences of economies
across the world with the help of increased cross boarder movement in terms to good, services,
technology and capital. Therefore, Jamali and Safadi, (2019) stated that globalisation is a process
that has enhanced the free trade and communication between the nations and by the use of
technical innovation the firm can able to conduct the business activities in systematic and in
better manner. In contrary to Kalitanyi, (2019) stated that globalisation is term that enables the
average cost and lower prices for the consumers. With the help of globalisation the firm has
faces the increased level of investment. By the use of innovative approached the firm can cater
the needs and wants of customers. According to the view of Gunn, (2017) it can be stated that
the process of globalisation mainly helps in term as it promote economic growth, creates various
job opportunities, make company more competitive and also aids to drive business functions
successfully. Thus, process of globalisation is all about to enhance efficiencies and opportunities
that aids to create market.

CHAPTER 3 RESEARCH METHODOLOGIES
This is term that is defined s selecting the suitable method to research study that aids to
conduct the research activities in proper and effective manner. Thus, it defined in following
manner as-
Research philosophy- It is one of belief that aids to collect data on basis of phenomenon with
help of which data can be gathered, analysed and used. The research philosophies are as
classified into pragmatism, positivism, realism and interpretivism. This term is based on the
assumption, source and nature of knowledge. In order to determine the impact of globalisation
over positive, cultural and ethical impact the researcher has used interpretitive technique as it
aids to interpret the elements of study, on the other hand positivism philosophies will be useful to
in terms to interpret the reason and logic.
Research approach- This is plan and procedures that consist of broad assumption and detailed
method of data collection. The research approach classified into two approaches as inductive and
deductive (Research Philosophy, 2019). In addition to it, inductive approach relates with to
determine the observation by conducting the depth survey. On the other hand, deductive
approach relates with the aimed and testing of the theory. To determine the impact of
globalisation over positive, cultural and ethical impact the researcher has used inductive
approach as it concerned with generation of new theory help of emerging from the data.
Research strategy- It is step by step plan of action that aids to provide direction to thoughts,
efforts and that enables to conduct the research activities in systematic manner (Quinlan and
et.al., 2019). Thus, research strategy classified into term as descriptive, case study, qualitative
interviews, exploratory etc. To access the impact of globalisation over positive, cultural and
ethical impact the researcher has used descriptive technique so that depth information and
detailed reporting can be conducted.
Data collection- This is term that is defined as process of gathering and measuring information
on the variables of interest. This enables to collect depth research study with help of tow
methods as primary and secondary. To access the impact of globalisation over positive, cultural
and ethical impact the researcher has used primary method as it aids to collect the first hand
information with the use of number of sources. This can be conducted with use of survey
analysis. On the other hand, secondary method also has used and information has been collected
with use of online articles, book, journal etc.

Data analysis- This is term that is defined as to have depth information with the help of process
as inspecting, cleansing and transforming the whole data with goal of measuring the useful
information (Taylor, Bogdan and DeVault, 2015). This is also effective in terms to have
informing conclusion and to have support in decision making process. The process of data
analysis has been divided into mainly two prominent methods as qualitative and quantitative. In
order to access the impact of globalisation over positive, cultural and ethical impact the
researcher has used qualitative technique of interview and observation. On the other hand, the
quantitative method can be useful in order to determine the numerical information and it can be
determine with help of experiment and survey by the use of statistical tool and techniques.
Sampling- This is process that is defined as statistical method in which predetermined number of
observation must be taken form the larger size of population. Thus, process of sampling
classified into categories as systematic, cluster, random and stratified. In order to carry out the
present research, the researcher has used sample random technique with help of selecting the
sampling size of 20 respondent of coca-cola as employees. In addition to it, in order to have
proper information the probabilistic method has used.
Ethics- The all information that has been collected must be in relevant and reliable manner. This
is must be maintained in order to collect the systematic information. Thus, prior consent must be
taken before disclosing the any information related with research. Thus, it can be stated that
human dignity, privacy and autonomy must be maintained.
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
Secondary data analysis-
Coca-Cola has strong brand recognition across the globe. It is leading brand and having
strong brand portfolio. Strong brand allows company to introduce brand extension such as
vanilla coke, cherry coke and coke with lemon. Over the years, the entity is making large
investment to have brand promotions. Revenue in excess of $24 billion coca-cola has a large
scale of operations. It is an entity that is one of the largest manufacturer, distributor and
marketers of non-alcoholic beverage products.

Illustration 1: Beverage brand
(Source: The Coke vs Pepsi Social Presence Showdown, 2015)
Therefore, the firm operations are supported by the strong infrastructure across the world.
In addition to this, it can be stated that Coca-cola extensive operation and extensive product
portfolio. Hence, Coco-cola company is one of the non-alcoholic beverages segments of the
commercial beverage's industry. It is the firm that face intense competition in various markets
from regional as well as global players. Presently, Coca-cola is one of the biggest brand in soft
drinks and also way ahead in market share.
QUESTIONNAIRE
1. Is globalisation aids to enhance the economic growth for both developing and developed
countries?
Yes
No
May be
2. What are the crucial factors that aids to contribute to globalisation?
Yes
No
May be
3. Is globalisation leads to enhance economies of scale.
Yes

No
May be
4. What are positive beneficial advantages to globalisation.
Technical adaption
Investment and capital flows
Employment
Organisation structure
5. Is globalisation increased integration of business functions that aids to enhance ethical,
positive and cultural impact on marketing?
Yes
No
May be
6. Does globalised countries have lower increase in government outlays and lower laves of
corruption.
Yes
no
May be
7. Do globalisation provides faster transmission of technical advancement and innovation.
Yes
No
May be
8. Does process of globalisation aids to enhance the market share of firm.
Yes
No
May be
Theme 1: Globalisation helps to enhance economic growth for both developing and developed
countries.

1. Is globalisation aids to
enhance the economic growth
for both developing and
developed countries? Frequency %
Yes 16 80.00%
No 4 20.00%
Total 20 100.00%
Interpretation- Based on the above stated tabular presentation it can be interpreted that
globalisation is term that aids to experience higher demand for products and services. Thus
developing countries can be benefited with free trade services with help of enhancing cost of
economic resources. In addition to it, there are total number of 20 respondents. In this, 16 said
yes, 4 said no to it. Herein, it can be stated that globalisation is process that add to conduct
Yes No
0
2
4
6
8
10
12
14
16
18
16
4
Frequency

business function in more effective manner in terms to both developed and developing country.
Therefore, free trade agreement ensures small nations with help of economic resources that aids
to produce consumer goods and services.
Theme 2: Production factor is one of the factor that works as to influenced working of
globalisation.
2. What are the crucial factors
that aids to contribute to
globalisation? Frequency %
Yes 17 85.00%
No 3 15.00%
Total 20 100.00%
17
3
Yes
No

Interpretation- As per the above stated tabular presentation it can be interpreted that globalisation
is process that aids to drive economic growth, enhanced efficiencies, increased innovation and
greater fairness. It accesses to have high quality products, lower priced good and free trade that
aids to have improvement in innovation. Thus, there are total number of 20 respondents. Under
this, 17 said it works as to influenced issues related to production, 2 said that it brings political
instability and 1 said it creates the issues in terms to resource and markets. 2 said no and 1 is not
sure of it. This kind of factor affects the overall working of the enterprise. In order to conduct the
business activities at the international level brings number of disadvantage that affects the
working of enterprise in huge context.
Theme 3: Globalisation leads to have enhancement in economies of scale.
3. Is globalisation leads to
enhance economies of scale. Frequency %
Yes 18 90.00%
No 2 10.00%
Total 20 100.00%

Interpretation- As per the above tabular presentation it can be concluded that globalisation is
process that leads to enhance economic growth. It mainly results in economic growth and also
arise the increased level of output of product. Therefore, economies of scale may work as to have
reduction in variable cost. Thus, there are total number of 20 participants. Under this, 18 said
yes, 2 said no to it. In addition to it, with aids to access larger markets the firm can experience
high demand for the commodities and it can also be benefited with terms to economies of scale.
By the use of cost reduction and enhanced revenue can works as to generate profitability for
shareholders. This is the term that aids to enhance the working of enterprise.
Theme 4: The one of the positive feature of globalisation is that it helps to have technical
adaption.
4. What are positive beneficial
advantages to globalisation. Frequency %
Technical adaption 6 30.00%
Investment and capital flows 4 20.00%
Yes
No
0 2 4 6 8 10 12 14 16 18 20
18
2
Frequency

Employment 5 25.00%
Organisation structure 5 25.00%
Total 20 100.00%
Interpretation- As per the above tabular presentation, it can be interpreted that globalisation is
process that aids to bring long term growth to the enterprise. The globalisation is mainly a
economic activity that can be influenced by the number of factors. Therefore, Globalisation led
to change in international markets. Under this, there are total number of 20 respondents. In this, 5
said it helps in order to have better and effective structure to organisation, 5 said it leads to have
more employment opportunities, 4 said it is beneficial in terms to investment and capital flows
and 6 said it aids to have better technical adaption. In this term, it can be said that the
globalisation is process that put both positive and negative impact on the working of enterprise.
Theme 5: Globalised increase integration of business function and it influences over ethical,
positive and cultural impact.
Technical adaption
Investment and capital flows
Employment
Organisation structure
0 1 2 3 4 5 6 7
6
4
5
5
Frequency

5. Is globalisation increased
integration of business
functions that aids to enhance
ethical, positive and cultural
impact on marketing? Frequency %
Yes 16 80.00%
No 4 20.00%
Total 20 100.00%
Interpretation- As per the tabular presentation it can be concluded that Globalisation is process
that enhance the process of interaction and integration among people, companies and
government at worldwide level. Thus, there are total number of 30 respondents. In addition to it,
16 said yes, 3 said no and 1 is not sure of it. Furthermore, it can be stated globalisation is term
that is helpful in order to have free movement of good and services and people across the world.
It results in opening up for the global economy and also enhance the trade between nations. It is
Row 1 Row 2 Row 3 Row 4
0
1
2
3
4
5
6
7
8
9
10
9.1
2.4
3.1
4.3 Column 1

the term that mainly focus over the international development and this also help to bring core
advantage to enterprise.
Theme 6: Globalised countries has low increase in government outlays and level of corruption
activities.
6. Does globalised countries
have lower increase in
government outlays and lower
laves of corruption. Frequency %
Yes 14 70.00%
no 6 30.00%
Total 20 100.00%
Interpretation- As per the above tabular presentation it can be interpreted that the enhancement in
communication technology aids to allow to have better competition among firm. Thus, there are
Yes
no
0 2 4 6 8 10 12 14 16
14
6
Frequency

total number of 20 respondents. In this, 14 said yes, 6 said no to it. Furthermore, it can be stated
that globalisation is term that aids to have enhancement in the working of the enterprise. Thus,
one of core beneficial advantage of this is that it reduce the taxation amount and firm can get
varied number of benefits due to it. In this, it can be said that it is helpful in order to result in
opening up of global economy and concomitant enhancement in trade between nations.
Theme 7: Globalised countries provides faster transmission of technical advancement and
innovations.
7. Do globalisation provides
faster transmission of technical
advancement and innovation. Frequency %
Yes 17 85.00%
No 3 15.00%
Total 20 100.00%
Yes
No
0 2 4 6 8 10 12 14 16 18
17
3
Frequency

Interpretation- As per the above tabular presentation it can be interpreted that globalisation is
term that allows to have free transmission of good and services. Therefore, it can be said that it
allows to securing the social economic integration and all over work in order to bring
competitive advantage among the enterprise. Thus, globalisation has social, economic, political
and technical dimensions. Thus, there are total number of 20 respondent. Among all of these, 17
and 3 said no to it. Herein, it can be said that it is very benefited as it provides immense benefits
to the enterprise. This is process that is significant in terms to economic, political and social
cultural relations in better manner.
Theme 8: globalisation helps to enhance market share of the enterprise.
8. Does process of globalisation
aids to enhance the market
share of firm. Frequency %
Yes 19 95.00%
No 1 5.00%
May be 20 100.00%

Interpretation- As per the above tabular presentation it can be interpreted that globalisation is
term that aids to enhance the economic interdependency and also aids to develop and enhance
cross broader involvement in terms to good, services, technology and capital. Thus, there are
total number of 20 respondents. Under this, 19 participants said yes, 1 said no to it. Therefore, it
can be stated that globalisation is process that may experience higher demand for the products
and services. Herein, it can be stated that globalisation leads to have foreign direct investment
and it resulting in higher growth rates.
Ethical approval form- It is an integral part of the research process. Therefore, main aim is to
protect both researcher and participants. Hence, participants must have enough details to make
informed and autonomous decision. Thus, main purpose is to maintain the integrity and validity
of research so that better decision can be conducted.
CHAPTER 5 CONCLUSION AND RECOMMENDATION
CONCLUSION
With reference to above report, it can be concluded that globalisation has bought number
of negative effects over the working of enterprise. It is inclusive of factors as education, trade,
technical adaption, competition, investment and capital flows. Therefore, it allows to have free
movement of good and services between the nations and national boarders. The present report
19
1
Yes
No

has covered the business activities of Coca cola, it is entity that deals in mainly beverages.
Furthermore, report has given aims and objectives that has been formulated on the topic of
research, the literature review has been conducted in terms to collected the detailed reporting
about the positive, cultural and socio-economic impact on the working of enterprise.
On the other hand, research analysis has been conducted so that better and suitable
methodologies can be selected in order to carry out the proper research activities. With the help
of selecting the suitable method the report has covered the analysis and interpretation by the use
of collected data. The report has included aims and objectives so that proper research can be
carried out For this research report, thematic analysis method has been selecting with help of
selecting 20 respondents. The main aim of report was to conduct the depth research about the
topic.
Recommendation-
On the basis of above report, the recommendation are needed to be given in terms to
Universal marketing strategies of global companies. Thus, these are defined in following manner
as-
 Coca cola should adopt the global marketing strategies that are inclusive of number of
thing as uniform brand names, identical packing, similar product and service,
harmonizing sale campaigns.
 Global marketing strategies encompasses the countries form the several regions in the
world and it mainly aims in making better marketing efforts in these countries.
 Quoted firm should adopt the suitable marketing strategies that allows reaping the reward
of trading in worldwide market. Thus, with help of having better plan of action the all
over work of the enterprise can be carried out in better and effective manner.
 By approaching the international markets the firm can able to provide better product and
services to the customers. In this, it can be said that business can also employ the
strategies and this also leads to provide reward trading to the market.
 With the help of adopting the global strategy the firm can aids to expansing and
competing the globalised market. This helps top have enhancement in the market share of
the firm.

CHAPTER 6
6.1 Reflect on research methods used in project.
The present report is based on to determine the impact of investigate the positive,
economic and ethical impact of globalisation on marketing. In this research study, number of
research methodologies has been used. In this, I have used interpretative techniques so that depth
information can be gather with help of assumption based on human experience. Under this
approach, researcher can able to interpret the elements of study that aids to integrate human
interest into the study. It is effective term that aids to measure the observation and interviews.
On the other hand, I have used inductive approach and it is concerned with generation of theory
based with emerging from the data. It is one of the systematic approach that aids to analysing
qualitative data that guided by the specific evaluation objectives.
Hence, researcher has used descriptive research design so that depth data can be conclude on the
basis of information. Therefore, depth information can be collected with the help of this selected
method. Therefore, researchers has used primary techniques so that aids to collect the
observation with help of undertaking survey. Herein, researcher has used qualitative approach to
collect depth study to determine the impact of globalisation. On the other researcher must have
the use of
6.2 Consider research methods that could have been used.
In order to collect the depth information researcher could have the use of differ technique
as positivism research philosophies could have been used as it is based on natural phenomena
and relation. On the other hand, researcher could have the use of deductive approach, with help
of generalised conclusion can be drawn. Researcher could have used SPSS approach so that
information can be conclude in more reliable manner. Therefore, researcher could have the use
of quantitative approach so that practical implication of data tends to provide more depth
information.
6.3 Areas for further investigation.
The present research was based on identifying the impact of investigate the positive,
economic and ethical impact of globalisation on marketing. With help of it, researcher can able
to get the further investigation about the effect of globalisation. In future this study will aid to
collect depth reliable data.

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Online