Analysis of Steenkamp's Article on Globalization and Brands

This report is a comprehensive review of J.B. Steenkamp's article, "The uncertain future of globalization: Implications for global consumer culture and global brands." The review begins with an overview of the article's objectives, which is to offer a fresh perspective on Global Consumer Culture (GCC) and identify new areas for future research, based on the market of outsourced products and brand value. The article explores the three key factors influencing globalization: global integration of world economies, GCC, and global brands. The review highlights the article's findings, emphasizing the globalization of brands and the rise of consumerism, while also addressing the threats to globalization. It connects the article to existing literature, citing the significant growth in global trade and its impact on GDP. The review also discusses the practical implications for managers of multinational enterprises, focusing on the increasing value of global brands and the challenges in global market integration, and concluding with a detailed analysis of the evolution of globalization and its future prospects, including a chart of leading globalized countries and the value of existing global brands. The author refers to the original paper (Steenkamp, 2019) and other research papers to support the arguments.

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 J. B. Steenkamp
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 paper offers a different perspective on the Global Consumer Culture (GCC) phenomenon and
identifying the new areas for future research. The research is based on the market of certain products
that has largely been outsourced and has reached the brand value. The authors are of the opinion of
three types of the interrelated yet distinct factors that affect the development of globalization, they
are- Global Integration of World Economies, Global Consumer Culture (GCC) and global bands.
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?
As the research is based on the market of certain products that has largely been outsourced and has
reached the brand value. The authors are of the opinion of three types of the interrelated yet distinct
factors that affect the development of globalization, they are- Global Integration of World Economies,
Global Consumer Culture (GCC) and global bands. The research paper is completely original and is one
of its kind. Therefore is no chance of plagiarism, and hence the content is absolutely to the point and
appropriate.
Findings/main arguments: What are the key findings or main arguments of the author?
This has resulted in the globalization of the brand as well as has increased in reaching the global
market. There are various brands that are flourishing all over the world, this has specifically resulted
into the growth of consumerism. Over the past 50 years the unprecedented globalization of the
marketplace, the emergence of GCC has taken place. Therefore the global brands and the global
companies have risen and are working swiftly. Though by surveying the global scape, it has been sited
that the there are several threats that pose upon the fact of globalization and its continuity.

Literature and contribution: What relationship does the article bear to other works in the literature?
What contribution does the article make to the existing body of the literature?
(You should refer to at least two other scholarly journal articles)
The research paper provides the information that supports the fact that the globalization of the
market has reached its peak and it has emerged to be one of the largest and most important
developments in the last of the century. The volume of exportations increased grew by 50 %,
between the years 1913 and 1950. This steady growth increased its pace and the volume growth
increased to 2900 between 1950 and 2014. In fact the total import and the export affected the world
Gross Domestic Product (GDP), which increased from the around 20% in the 1950s and even
increased to a blooming 60% in the year 2011.
Practical implication: Why is the topic of the article interesting and important for managers of
multinational enterprises in the cotemporary global business world and how would the understanding
of the article benefit the managers?
Thus we can see that the authors have highly reflected on the increase of the globalization in the
world. The GDP gradually increased even more after the Second World War. The authors give detailed
information of the increase in value of the global brands from $1.4 trillion in 2006 to a record of $4.4
trillion in 2018. Though the accomplishments are coming, the global marketing are facing some
problems regarding the global integration of the market. The stalling of the global integration is
questioned and answer is researched well, while giving enough factual information along with
critically studying the situation of the market. A detailed study of the background and the situation of
the journey of globalization of market from the past to the present day is studied and analyzed. The
probable future prospects are analyzed as well. The paper provides a detailed chart of the leading
countries, which have globalized their market. Lastly, the value of the globally existing brands is
discussed inferring upon their previous, present income and the future prospects are analyzed as

well. (Steenkamp, 2019).
Part C: List of references (The references should be in alphabetical order according to the last name
of the first author. This part is excluded from the word count)
Beck, U., 2018. What is globalization?. John Wiley & Sons.
Hirst, P., Thompson, G. and Bromley, S., 2015. Globalization in question. John Wiley & Sons.
Passas, N., 2017. Globalization, criminogenic asymmetries and economic crime. In International
Crimes (pp. 17-42). Routledge.
Steenkamp, J.B., 2019. The uncertain future of globalization: implications for global consumer culture
and global brands. International Marketing Review.