Globalization Unveiled: Navigating the Impact of Firm and Consumer

Sharon Ng, Carlos J. Torelli, Yinlong (Allen) Zhang and Yan Li

Foundations and Trends(R) in Marketing, 2025, vol. 19, issue 2, 64-162

Abstract: The phenomenon of globalization has been shaping the world economy and societies for centuries. However, a renewed interest in understanding its impact on marketing and consumers has come into the spotlight in recent years as the COVID-19 pandemic has shown how interdependent the world is. In addition, anti-globalization sentiment is growing worldwide. We believe this is a good time to take stock of the impact of globalization on businesses (especially on positioning and marketing strategies) and consumers’ responses. The aim of this monograph is to provide an overview of globalization as a phenomenon that affects business activities and consumer behavior. Upon providing a brief history of globalization and identifying the key aspects of its conceptualization, we review the impact on the emergence of a global consumer culture, the positioning and marketing strategies adopted by firms, the reactions of consumers to globalization itself (i.e., their attitudes toward it and their identity shifts) and to the diversity of products and services available in a global marketplace, and the idiosyncratic ways in which globalization affects some key industries (e.g., technology, consumer goods, and media and entertainment) and countries. We conclude with a discussion on the need for research to further understand the impact of globalization on consumption, the opportunities at the intersection of globalization and technology development, and the effects of globalization on sustainable business practices.

Date: 2025
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