TY  - JOUR
AB  - 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.
VL  - 36
IS  - 4
SN  - 0265-1335
DO  - 10.1108/IMR-01-2019-0009
UR  - https://doi.org/10.1108/IMR-01-2019-0009
AU  - Belk Russell
PY  - 2019
Y1  - 2019/01/01
TI  - The future of globalization: a comment
T2  - International Marketing Review
PB  - Emerald Publishing Limited
SP  - 545
EP  - 547
Y2  - 2024/04/23
ER  -