Editorial

Transnational Marketing Journal is dedicated to disseminate scholarship on cross-border phenomena in marketing by acknowledging the importance of local and global or in other words, underlining the transnational practices marked by national and local characteristics in a fluid fashion spreading over more than one national territory. The first article by Paulette Schuster looks into “falafel” and “shwarma” in Mexico and discusses the perception of Israeli food in Mexico. The second article is a case study illustrating a critical account of cultural dimensions formulated by Schwarz using the value surveys data. The third article in the issue is a qualitative study of the negative attitudes of millennials torwards mobile marketing.