Advancements in globalization and technology have led to the dangerous assumption that the world is becoming increasingly more homogenous. Through providing a definition of the global consumer and an explanation of this concept, evidence will be presented in this paper to support this concept’s failure. This paper will also provide a framework so as to improve upon this concept and facilitate its success within a non-static system. Lastly, this paper will reflect on this increasingly problematic identity of global consumer.
"The failure of the global consumer: the importance of localization in the pursuit of globalization,"
Reason and Respect: Vol. 2
, Article 3.
Available at: http://docs.rwu.edu/rr/vol2/iss1/3