RMIT University International Marketing Review: Globalization Article

This document is a student's literature review of Jan-Benedict Steenkamp's 2019 article, "The uncertain future of globalization: implications for global consumer culture and global brands." The review identifies the article's objectives, which are to provide a new perspective on international consumer culture and suggest avenues for further research. The subject revolves around standardization and adaptation in international marketing, particularly in the context of a changing global climate. The article emphasizes the importance of balancing global efficiency with local receptiveness and understanding how shifts in consumer preferences in both Western and emerging markets will shape global consumer culture (GCC). The main arguments highlight the rise of GCC and international brands due to globalization and discuss potential threats to this trend. The review connects the article to existing literature, referencing works by Sobol, Cleveland, and Laroche (2018), and Bartsch, Riefler, and Diamantopoulos (2016), emphasizing the need for marketing scholars to study the implications of potential changes in globalization. The practical implications discussed center on research opportunities for investigating GCC in a dynamic business environment where international integration is uncertain, potentially impacting brand value. The review concludes with a list of the cited references.

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 previous 50 years has
increased to the emergence of GCC as well as the rise of international corporations and international
brands between others. It is also found that there are developments in the horizon that may be
threatened in globalization. This article demonstrated that these developments as well as, their
implication are interrelated with three factors such as GCC, global integration regarding world

economies as well as, international brands (Steenkamp, 2019).
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)
This literature evaluated that FDI and trade are expanded after the second world war, international
living standards are improved substantially as well as, hundreds of millions of individuals are escaped
through poverty. Under china, rural poverty is declined by 94% from 1980 to the 2015 year. It is one
of illustration regarding the societal benefits of globalization that not only affect the wealthy but also
affect the poor (Steenkamp, 2019). It is illustrated that international marketing scholars should be
aware of it. However, it could be arguably contributed to relatively little to debate on the future
regarding global integration. This big concern is closer to expertise regarding political scientists,
scholars of international relations as well as, international economists (Sobol, Cleveland, and Laroche,
2018). But, as a field, the company can lead in studying the implications of prospect stalled
globalization and also appeal the global and GCC brands. It can be also evaluated that there is existing
developments in the procedures of globalization and recommends that the content of GCC may
transform in upcoming times. Global marketing investigators should focus on leading the studying
effects of globalization procedures and consumer preferences for international brands (Bartsch,
Riefler, and Diamantopoulos, 2016).
Practical implication: Why is the topic of the article interesting and important for managers of
multinational enterprises in the contemporary global business world and how would the
understanding of the article benefit the managers?
The paper provides unique research opportunities for investigating the GCC in an emerging business
context where international integration is not guaranteed as well as, where globalization headwinds
can decline the contribution about observed brand globalness in the context of brand value
(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)
Bartsch, F., Riefler, P. and Diamantopoulos, A., 2016. A taxonomy and review of positive consumer

dispositions toward foreign countries and globalization. Journal of International Marketing, 24(1),
pp.82-110.
Sobol, K., Cleveland, M. and Laroche, M., 2018. Globalization, national identity, biculturalism and
consumer behavior: A longitudinal study of Dutch consumers. Journal of Business Research, 82,
pp.340-353.
Steenkamp, J.B., 2019. The uncertain future of globalization: implications for global consumer culture
and global brands. International Marketing Review. Emerald Publishing Limited. DOI 10.1108/IMR-12-
2018-0355