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Genes, Climate, and Consumption Culture

Connecting the Dots

By: Jagdish N. Sheth

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Paperback | 31 August 2017 | Edition Number 1

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272 Pages

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19 x 12.5 x 1.5

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Drawing from decades of research, Genes, Climate, and Consumption Culture: Connecting the Dots demonstrates how climate dictates culture and consumption. The author shows that human genes are climatic adaptations over thousands of years of evolution, which has resulted in the dramatic differences between people's food, clothing, and shelter choices. Most importantly, the book discusses how many of the fundamental differences between cultures, with respect to time, space, friendship, and technology, are responses to their particular climate.

Readers will learn how to challenge their assumptions about what types of products and services foreign markets want. They will learn how to examine local markets vis-a-vis climate and culture, either changing their products accordingly or delivering entirely new offerings.

Industry Reviews

Sheth's interest in how climate influences consumption reaches back to 1955, but it became particularly focused during his research for Coca Cola International, which wanted to know why some countries drink a lot of Coca Cola and others do not. Some countries were drinking Coke at the rate of 64 bottles per capita annually, while others' consumption was a rate of 400 bottles per capita. Why? He discovered that consumption can be explained by the North-South latitude difference in climate, ranging from the arctic to the temperate to tropical. Part one of his book analyzes the relationship between climate and consumption, specifically the consumption of the basic necessities of life-food, clothing, and shelter. In part two he explores the role climate plays in shaping culture itself. Based on his research, Sheth recommends studying local conditions and either adapting products accordingly or creating new ones that members of the local culture find appealing. -- Annotation (c)2017 * (protoview.com) *

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