The relationship between globalization and religion is one with furthering challenges. In globalization processes, when a company considers going into a new market the first concern that raises immediately is the development of an ad hoc market research. The launching of a product like rice, which target audience is the housewife, has important challenges in Arab countries such as Saudi Arabia. How can you tackle people who for religious or cultural reasons have limited contact with people who are not in their family environment? How can a firm determine purchasing decision factors or affinity to brands?
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