Now showing items 1-6 of 6
International marketing at the interface of the alluring global and the comforting local
(Taylor and Francis, 2013)
This chapter highlights the poles of global/local and standardization/adaptation and calls for a focus on the specifi c interaction between a local context and the global forces while forming a glocalization strategy. It ...
Context and theorizing in the global south: challenges and opportunities for an international dialogue
(ANPAD - Associacao Nacional de Pos-Graduacao e Pesquisa em Administracao, 2019)
Brazilian researchers have been encouraged to internationalize their research, expanding their insertions into high impact international journals. This task in turn demands thinking outside the commonly used Eurocentric ...
Patina meets fashion: On the evaluation and devaluation of oriental carpets
(Cambridge Universty Press, 2013)
This chapter examines how different actors account for the quality and value of oriental carpets. It introduces the subject matter through three case examples: how an auction house expert approaches establishing the market ...
Islam, consumption and marketing: going beyond the essentialist approaches
(Edward Elgar Publishing Ltd., 2011)
Consumption in the web of local and global relations of dominance and belonging
This chapter focuses on how consumption serves to build and resolve tensions amplified by globalization and, its escort, neoliberal marketization, in the so-called emerging markets, in particular in Turkey. It examines how ...