Globalization, Reterritorialization, and Marketing
Accelerated globalization has dramatically altered the ways in which people consume, work, gather information, play and define their identity. Most extant discourse on globalization, particularly in the business discipline, ignores the impact of globalization on the identity of those affected. One of the key characteristics of globalization is deterritorialization; the severance of social, political, and cultural practices from their native places. Deterritorialization potentially destabilizes people‘s identity. In response, individuals will undertake activities and behaviors which help them “reterritorialize” and restore their sense of identity. This phenomenon has interesting implications for researchers as well as practitioners.
References
Appadurai, A
(
1996)
Modernity at large: Cultural dimensions of globalization. Minneapolis, MN: University of Minnesota Press.
Appadurai, A
(
1998)
Dead certainty: ethnic violence in the era of globalization.
Development and Change, 291, 905-925.
Arnould, E.J., & Price, L.L
(
2003)
Authenticating acts and authoritative performances: questing for self and community. In
C. Huffman,
S. Ratneshwar, &
D. Mick (Eds.),
Contemporary Perspectives on Consumer Motives, Goals, and Desires. New York, NY: Routledge Press.
Baumeister, R
(
1996)
Identity as adaptation to social, cultural, and historical context.
Journal of Adolescence, 19 (5), 405-17.
Bosker-Liwerant, J
(
2002)
Globalization and collective identities.
Social Compass, 49 (92), 253-271.
Buchanan, I
(
2004)
Space in the Age of non-Place.
Drain Magazine, 31. Retrieved January 15, from
[URL].
Buchwalter, A
(
2001)
Globalization, modernity, and fundamentalism.
UC Santa Cruz Currents Online. Retrieved January 25, 2005, from
[URL].
Casanova, J
(
2001)
Religion, the new millennium, and globalization.
Sociology of Religion, 62 (4), 415-41.
Castells, M
(
1997)
The power of identity. Malden, MA: Blackwell.
Cohen, E
(
1988)
Authenticity and commoditization in tourism.
Annals of Tourism Research, 15 (3): 371-386.
de Mooij, M
(
2000)
The future is predictable for international marketers: converging incomes lead to diverging consumer behavior.
International Marketing Review, 17 (2), 103-113.
de Mooij, M. & Hofstede, G
(
2002)
Convergence and divergence in consumer behavior: implications for international retailing.
Journal of Retailing, 781, 61-69.
Dornberg, J
(
1995/1996)
Five years after reunification – Easterners discover themselves.
German Life. Retrieved December 29, 2004, from
[URL].
Elinder, E
(
1965)
How international can European advertising be? Journal of Marketing, 291, 7-11.
Elliott, R
(
1994)
Exploring the symbolic meaning of brands.
British journal of Management, 51, 13-19.
Erikson, E
(
1959)
Identity and lifecycle.
Psychological Issues, 11, 1-171.
Escobar, A
(
2001)
Culture sits in places: reflections on globalism and subaltern strategies of globalization.
Political Geography, 201, 139-174.
Featherstone, M
(
1991)
Consumer culture & postmodernism. Newbury Park, CA: Sage.
Firat, A.F
(
1997)
Globalization of fragmentation – a framework for understanding contemporary global markets.
Journal of International Marketing, 5 (2), 77-86.
FitzGerald, N
(
2003)
East Germans hanker after bygone things.
International Herald Tribune,
March 12, 161.
Gergen, K
(
1991)
The saturated self: Dilemmas of identity in contemporary life. New York, NY: Basic Books.
Giddens, A
(
1990)
The consequences of modernity. Stanford, CA: Stanford University Press.
Globalization Website
n.d.). Retrieved from,
[URL]
Hannerz, U
(
1989)
Notes on the global ecumene.
Public Lecture, 1 (2), 66-75.
Harvey, P
(
2001)
Landscape and commerce: creating contexts for the exercise of power. In
B. Bender &
M. Winer (Eds.),
Contested Landscapes. New York, NY: Berg
Hofstede, G
(
1991)
Cultures and organizations: Software of the mind. New York, NY: McGraw Hill.
Howes, D
(Ed.) (
1996)
Cross-cultural consumption: Global markets, local realities. London: Routledge.
Husted, B.W
(
2003)
Globalization and cultural change in international business research.
Journal of International Management, 9 (4), 427-433.
Introvigne, M
(
2004)
The future of new religions.
Futures, 361, 979-990.
Kale, S.H
(
1995)
Grouping Euroconsumers: a culture-based clustering approach.
Journal of International Marketing, 3 (3), 35-48.
Kale, S.H
(
2004)
Spirituality, religion, and globalization.
Journal of Macromarketing, 24 (2), 92-107.
Kayatekin, A. & Ruccio, D
(
1998)
Global fragments: subjectivity and class politics in discourses on globalization.
Economy and Society, 27 (1), 74-96.
Kierkegaard, S
(
1989 [1849])
The sickness unto death, trans.
Hannay, A. London, UK: Penguin.
Levitt, T
(
1983)
The globalization of markets.
Harvard Business Review, 61 (3), 92-101.
McDonald, K
(
1999)
Struggles for Subjectivity. Cambridge, UK: Cambridge University Press.
Mitroff, I. & Denton, E
(
1999)
A study of spirituality in the workplace.
Sloan Management Review, 40 (4), 83-92.
Roostal, I
(
1963)
Standardization of advertising for Western Europe.
Journal of Marketing, 271, 15-20.
Scholte, J.A
(
2000)
Globalization: A critical introduction. London, UK: McMillan.
Smith, A.D
(
1990)
Toward a global culture? In
M. Featherstone (Ed.),
Global culture. Newbury Park, CA: Sage.
Stark, R. & Finke, R
(
2000)
Acts of faith: Explaining the human side of religion. Berkeley, CA: University of California Press.
Touraine, A
(
1997) What is democracy? Boulder, CO: Westview Press.
Virilio, P
(
1999)
Politics of the very worst. New York, NY: Semiotext(e).
Virilio, P. & Lotringer, S
(
1983)
Pure war. New York, NY: Semiotext(e).
Cited by
Cited by 1 other publications
Belamghari, Mohamed
2020.
The Fragmentation of Identity Formation in the Age of Glocalization.
SAGE Open 10:2
► pp. 215824402093487 ff.
This list is based on CrossRef data as of 1 april 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers.
Any errors therein should be reported to them.