| Summary: | Globalisation has turned various producers, such as international concerns, into leading actors on the global market. Their brands are recognised all around the world and their products are present in a significant number of households. An example of this can be the Barbie doll, created by Mattel, which is sold in 150 different countries. The concerns operate on a global scale but they have a local impact, which can be analysed in terms of individuals, groups or local communities. This applies to the Barbie doll as it affects its users, their environment, people related to the concern and its stakeholders. The aim of the article is to present these influences and assess their meaning.
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