Acculturation in situ in the MENA: its influence on consumer behavior and marketing practices

What is it about?

Several formerly colonized countries are still under the influence of Western culture. This article utilizes the concept of "acculturation in situ" to explain how this influences operates. It also provides a novel perspective through which the tumultuous economic and political events of the region (notably the Arab spring) may be understood.

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Why is it important?

This article provides insights on the evolution of marketing and communication practices in the MENA region. It also explains how the revolution in Tunisia – the first of the MENA nations to successfully revolt against dictatorship – allowed countries in the region to build a new identity.

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