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The purpose of this paper is to propose a conceptual framework that highlights the reinforcing nature of global consumer culture (GCC). In doing so, this paper highlights a dialectic process in which consumers trade-off, appropriate, indigenize and creolize consumption into multiple GCCs.

The approach is conceptual with illustrative examples.

GCC is a reinforcing process shaped by global culture flows, acculturation, deterritorialization, and cultural and geographic specific entities. This process allows consumers to indigenize GCC, and GCC to contemporaneously appropriate aspects from myriad localized cultures, producing creolized cultures.

Marketing research and practices need to shift away from the dichotomous view of global and local consumption fueled by a misleading view of segmentation. Instead, marketers should focus on identifying the permutations of emerging GCCs, how these operate according to the context and accordingly position their marketing mix to accommodate them.

The proposed model reviews and integrates existing literature to highlight fundamental research directions that present a comprehensive overview of GCCs, its shortcomings and future directions.

The marketing implications are examined of a recent research project which shows how respondents from England “read” furnishing interiors from Denmark, and vice versa, in ways which are fundamentally different from those intended by the owners. The differences arise not least because the two cultures hold very different ideas of appropriate product syntax; of how the furnishing items could and should be combined. The marketer’s strategic choice between a standardized and an adapted approach to a new market involves an assessment of the impact of the cultural variable. Using a model developed in previous work to assist in this strategic choice, the data on the two contrasting furnishing cultures is examined to illustrate some of the processes at work in the impact of the cultural variable, and to suggest some possible approaches to utilising the insights in the construction of culturally adapted promotional material.

This paper, which is conceptual in both nature and approach, builds on a recent contribution to the theorization of “globalization” and seeks to utilise the framework developed therein to help promote a more complex conceptual understanding of the potential implications of how business operates and responds to these challenges in a global environment. The paper aims to discuss these issues.

The paper draws primarily on a heuristic framework developed by O'Byrne and Hensby that reviews eight models of global change. In this paper, the authors review and give consideration to the relationship between these models and business practice and contend that this relationship is far more complex than the majority of the current literature in the business and management field represents. Within the paper, the authors explore and discuss the dynamics of the eight models of “globalization” and assess the potential implications for business practice of working within these often conflicting and contradictory paradigms of “globalization”. As part of this review, the authors consider the strategic implications of “globalization” for business practice and propose a conceptual model with eight strategic options which are aligned to the eight models of global change.

The paper presents a tentative heuristic framework seeking to align the eight models of global change with strategic options that companies might peruse in response to the global forces for change. The paper concludes by advocating a more integrative and complex understanding of globalization than is currently the case and identifies potential for further research in this area.

The paper develops a conceptual framework for assessing the challenges that processes of globalization present to business. The paper places a particular emphasis on considering the strategic implications of the various models of global change and offers a tentative framework for further debate and discussion.

Local marketing decisions are too often made on a dichotomous basis, either standardize or fully adapt. However, similarities are too substantial and differences go too deep to be ignored. This article aims to articulate similarities and differences in local consumer experience across multiple contexts.

Language, being used daily in local contexts, reflects local knowledge (Geertz). This paper shows how translation/back‐translation can be used as a discovery tool, along with depth interviews and checks of researcher interpretations by informants, to generate cognitive mapping of consumption and taste experiences. Local words, used as emic signals, are combined into full portraits of the local experiences as narratives linking people to products and taste. Local portraits can then be merged to derive commonalities emergent from within the contexts studied. The comparative thick description framework is applied to the bitterness and crunchiness taste experiences in ten countries (China, Croatia, El Salvador, France, Germany, Japan, Mexico, Thailand, Tunisia, Turkey) and nine languages.

Local experiences in several different languages and countries in different areas of the world can be surveyed, compared, and organized into cognitive maps (Eden), which highlight commonalities and differences between contexts. In essence, differences are qualitative, dealing with creolization patterns, local consumption experience, local preferences, perceptions, and associations.

This approach can be considered as interpretive and, although driven by a systematic approach, depends on researcher and informant expertise and rigor.

Cognitive maps help evaluate cross‐national differences and similarities in local markets. The emergent similarities and differences are highly meaningful for glocalizing marketing strategies, in terms of advertising, branding, and packaging.

Significant insights derived from this method can be tested in a more traditional and applied manner. This allows quicker insights into new local marketplaces and a progressive enrichment of cognitive maps with new languages and countries.

This paper intends to provide an annotated bibliographic guide for scholars and researchers studying the critical works of Samuel Selvon, one of the founding fathers of the Anglo‐Caribbean literary movement.

The authors identify and evaluate items from print bibliographies, online and card catalogues, electronic databases and the world wide web.

Numerous scholars have critically assessed the novels of Selvon and this is evident in the existence of published and unpublished works in English and other foreign languages.

The forte of the bibliography lies in the annotative aspect and the inclusion of unpublished works and non‐English speaking documents.

Imperialism was, from its commencement, a racially and sexually gendered reality and the power differential among masculinities emerged in the master/slave relationship that characterized Empire. Hegemonic masculinity generated by the white conquistador birthed a resultant subordinate masculine identity that came to signify the non-White man – initially slave and, later, the free African laborer – in the New World. The subjectification of this non-White man, this Other, proved to be fundamental to the constitution of masculinity along racialized and sexualized frames, complementing how related ideologies functioned in a primarily economic enterprise underpinned by greed as the catalyst for the Conquistador’s actions. The impact? Almost indelible gender identity ramifications on the enslaved African and his offspring across the Caribbean diaspora. This chapter seeks to explore Empire-resultant and Empire-resistant constructions of masculine identity in Olive Senior’s “The View from the Terrace” and Paule Marshall’s “Barbados.” The overarching aim is to underscore that, in the postcolonial Caribbean, as the Afro-Saxon’s proclivity for all things White crumbles, the Afro-Creole man’s own emerging, defining and robust sense of self and masculine identity becomes visible.

The present article seeks to further the analysis by examining the epitext employed by the press seeing as the epitext in the digital spaces might have given Animal Farm and its Thai re-translations a new lease on life.

The interest in the study of translation and paratext has primarily been in analysing peritextual material of translated texts, not on the epitext, the distanced elements located outside the book. To add to a limited amount of research into epitext, this study focusses on the element that is external to the published re-translations: the news items published by the media in the Thai and English languages from May–June 2019, immediately after the Thai PM’s book recommendation.

These news items, as an epitextual element, primed, explained, contextualised, justified and tempted readers. The “Afterlife” of Animal Farm in Thailand is sustained by political upheavals and re-translations. Rather than through their textual qualities, the re-translations of Animal Farm compete with each other through epitext.

In discussing literary re-translation of Animal Farm in the digital age, Genette’s categories of paratextual field are not without their merits. The materials examined in this article are posted by web administrators with collective identity or institutional affiliation. In some of these news items or articles, materials created by different paratextual creators are selectively coalesced within a singular textual space. The site users or news readers encounter various elements in the texts that had been curated by journalists. In other words, these elements had been consciously crafted.

The objective of this article is to conduct a case study of the Supermalt brand of malt beer, which has become the preferred beverage of Afro‐Caribbean consumers in Brixton on a very limited marketing budget.

The article uses the concepts of personal identity and brand identity in a qualitative study to explore how Brixton‐based Afro‐Caribbean consumers construct their self‐identities and the brand identity of Supermalt. Semi‐structured interviews were conducted with 14 Afro‐Caribbean consumers. Each interview was divided into three parts. The first part focused on consumers' self‐identities. The second part explored the role of food and beverage products in the construction of self‐identities. The final part focused on the construction of brand identity for Supermalt.

The article provides information on the self‐identities constructed by Afro‐Caribbean informants. The food and beverage consumption of informants reflects their mixed cultural identity. The brand identity Supermalt appears to be malleable, with ample room for consumer co‐construction. Perceptions of brand identity differ markedly among informants, who are all able to construct Supermalt as one of their own.

The findings are based solely on semi‐structured interviews with a small sample of Afro‐Caribbean consumers. The findings are therefore not generalizable.

The Supermalt brand represents an interesting case for companies aiming to develop strong brands with a limited marketing budget. Based on the Supermalt case, suggestions are made regarding branding in relation to ethnic minorities.

This article provides a study of a brand that has become strong within a narrowly defined group of consumers.