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.

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