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The future of globalization: a comment

Russell Belk (Department of Marketing, Schulich School of Business, York University, Toronto, Canada)

International Marketing Review

ISSN: 0265-1335

Article publication date: 3 May 2019

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

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Emerald Publishing Limited

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