Article Title
The failure of the global consumer: the importance of localization in the pursuit of globalization
Abstract
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.
Recommended Citation
Gay, Scott
(2008)
"The failure of the global consumer: the importance of localization in the pursuit of globalization,"
Reason and Respect: Vol. 2:
Iss.
1, Article 3.
Available at:
https://docs.rwu.edu/rr/vol2/iss1/3