The future of globalization: a comment
Abstract
Purpose
The purpose of this paper is to present an afterword to Steenkamp’s reflections on the future of globalization published in this issue of International Marketing Review.
Design/methodology/approach
The paper is a commentary.
Findings
Through examples and arguments, the comment emphasizes the need to think locally even when pursuing global strategies, and raises the question of whether global consumer culture is desirable.
Originality/value
The comment builds on Steenkamp’s essay, and asks unique questions that global consumer culture scholars need to reflect upon.
Keywords
Citation
Belk, R. (2019), "The future of globalization: a comment", International Marketing Review, Vol. 36 No. 4, pp. 545-547. https://doi.org/10.1108/IMR-01-2019-0009
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited