The Uncertain Future of Globalization: Implications for Global Consumer Culture and Global Brands

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