The effects of international foreign companies?s marketing strategies on local culture of consumption

In the recent period of change and interaction with the era of globalization began a period that national borders are removed and easier movement is started all over the world. In this way, capital, people, technology and culture has become more fluid. Facilitated communication and movement caused many discussions whether the cultural characteristics of communities affect each other or become more homogenious.There is a reciprocal loop between globalization and international companies which are the head of the factors affecting the globalization. It?s important to enter foreign markets in which the walls were destroyed, not only for firms to gain huge profits, but also for the world to make cultural interactions. While globalization makes the firms more international, international firms make the world more globalized, as well.It?s obvious that firms entering the international foreign markets shape their marketing strategies according to the cultures of societies. Because culture is an important actor in shaping consumer needs and desires. Especially choosing to be supranational strategies when entering foreign markets, provides that firms to become an international cause and opportunity to their products to be international, rather than belonging a nation.The biggest motivating factor of international firms is the feature of culture that it can be taught as well as it can be learned. Set out here, the questions, is there any changes in local consumption cultures have created by these successful companies around the world or which is the definition of concept of globalization in international firms?s dictionary, discussed such as homogenization, hybridization, exchange, affinity in the literature, played an important role initiating this research. In addition, general research are about the effects of foreign firms on the local cultures in the globalization literature but in this research a reverse effect is seen as a space will be aimed to highlight on how and to what extent.