The Globalization of Markets and the Rule of Three

Jagdish N. Sheth, Can Uslay and Rajendra S. Sisodia

Chapter 3 in Marketing Metaphors and Metamorphosis, 2008, pp 26-41 from Palgrave Macmillan

Abstract: Abstract Metaphors come in many forms: absolute, active, complex, compound, implicit, mixed, root and submerged… They are insightful, and enable us to make uncanny connections. They are powerful tools of rhetoric. Geniuses use them. The rest of us love them. However, a metaphor can also be ‘dead’, that is, so widely used that it can be dangerously misleading. Globalization is one such dead metaphor. Merriam-Webster defines it rather paradoxically:

Keywords: Global Player; Global Brand; Tyre Industry; Package Consumer Good; Dead Metaphor (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-22753-8_3

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DOI: 10.1057/9780230227538_3

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