Facing the rapidly changing global business and different cross-country customer cultures, luxury can be understood as a special transnational type of culture. It represents a system of tangible (clothing, cars, buildings, etc.), as well as intangible components comprising ideals, expected behaviors, and beliefs in a group specific value system. In a global marketplace, there is no understanding of luxury conceivable which is nationally or regionally bound. However, it has to be stated that to some extent ethnocentrism and ―country-of-origin‖ effects may interfere. Concerned instead with the question of which countries‘ luxury products are more or less accepted, it does.
