Glocal Mediators: Marketing in Egypt During the Open-Door Era (Infitah)

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7 Scopus citations

Abstract

This article discusses the business strategies formulated by Egyptian marketers as they established their enterprises to meet new multinational corporations' (MNCs') demand for marketing - research, promotion, and advertising services. This transition occurred during a period of economic liberalization, known locally as the infitah (open-door era), and rapid economic growth, resulting from the regional oil-boom of the early 1970s. Local entrepreneurship and competition for accounts would create a new, 'glocal' business environment in Egypt, which concurrently mediated MNCs adaptation to local economic conditions and 'Egyptianized' imported goods.

Original languageEnglish
Pages (from-to)762-787
JournalEnterprise and Society
Volume9
Issue number4
DOIs
StatePublished - 1 Dec 2008

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • History

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