Journal Article Review Template COMET 2022

Journal Article Review Template
Part A: Student and Article Information (This part is excluded from the
word count)
Your name Student ID
Title of the selected
article
The uncertain future of globalization: implications for
global consumer culture and global brands
Author(s) of the article Steenkamp, J.B., 2019.
Part B: Use your own words and sentences to complete each section (the
questions are excluded from the word count)
Objectives: What does the article set out to do?
The purpose of this article is to provide a different aspect of international
consumer culture phenomenon as well as addressing the new avenues for further
investigation.
Subject and theories/concepts: What is the article about? What is its subject?
What are the central concepts and/or theories discussed in the article?
This article emphasizes on standardization and adaptation. But, the challenge is
particularly in existing international climate particularly in existing global climate
is to integrate them into global and hybrid strategies. Companies should make
balance regarding international efficiency in identified five factors in COMET
structure with the local receptiveness with all five factors. This article evaluated
that company should comprehend effectively how ups, as well as down in appeal
of west along with the increasing significance of emerging market, would shape
the GCC. There is also a need for longitudinal and long terms initiative that tracks
the transformation in SCC over time. It may permit for quantifying the impact of
international and societal development regarding the content of GCC, consumer
attitude with respect to GCC as well as, the viability of the application of GCC in
brand positioning approaches (Steenkamp, 2019).
Findings/main arguments: What are the key findings or main arguments of the
author?
It is found that the unparalleled globalization regarding marketplaces in the