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.
The paper is a commentary.
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.
The comment builds on Steenkamp’s essay, and asks unique questions that global consumer culture scholars need to reflect upon.
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