Understanding the global consumer culture: Views from eastern and western scholars, an introduction to the special issue

This special issue of the Journal of Business Research features thirteen articles selected from the papers presented during the exceptional eleventh meeting of the Royal Bank International Research Conference which took place in Wuxi, China on June 24–26, 2016. These articles cover topics related to global marketing communications, global ethnic marketing, global branding, global identity, and global entrepreneurship and innovation.