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Globalization and Technological Achievement: Implications for Macromarketing and the Digital Divide

University of South Florida St. Petersburg

Kanwalroop Kathy Dhanda

College of Commerce, DePaul University

This article examines the impact of globalization and technological achievement on the lives of vulnerable groups in society as well as the larger environment so that the marketing community may better understand the macrolevel implications of the digital divide. Using data collected by a variety of international organizations and in cooperation with the United Nations Development Programme, this research explores the creation, diffusion, and use of technology within the context of economic inequities, gender discrimination, and carbon dioxide pollution across nations. The article opens with a brief introduction to the technology revolution and the digital divide along with a theoretical discussion of the research objectives. Data descriptions are presented in the next section, and the findings show comparisons across technology achievement categories. The article closes with suggestions for abridging the digital divide and research implications for macromarketing.

Key Words: digital divide • technology • poverty • gender discrimination • ecology

Journal of Macromarketing, Vol. 24, No. 2, 147-155 (2004)
DOI: 10.1177/0276146704269307


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