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.
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Cited by (1)
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.
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