La sphère marchande comme outil de résistance à la mondialisation: le cas du marché des colas

Philippe Robert-Demontrond (philippe.robert@univ-rennes1.fr), Anne Joyeau (anne.joyeau@univ-rennes1.fr) and Christine Bougeard (christine.delfosse@univ-ubs.fr)
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Philippe Robert-Demontrond: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Anne Joyeau: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Christine Bougeard: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: Day after day, the world is becoming more and more globalized. Financial movements, transports, means of communication facilitate the emergence of this phenomenon. Nevertheless, globalization is not without consequences on the local populations who perceive this evolution as a threat for their identity and their culture. Through the creation or resurgence of an offer of foodstuffs, and more particularly through a world and plethoric offer of local colas, the consumer is showing resistance and refuses to standardize his consumption. The commercial success of those altercolas cannot be denied and many dimensions are bound to their consumption.

Keywords: resistance to globalization; identical rearmament; identical consumption; identity; identical construction.; résistance à la mondialisation; réarmement identitaire; consommation identitaire; identité; construction identitaire (search for similar items in EconPapers)
Date: 2010
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Published in Mnagement international, 2010, 14 (4), pp.55-68

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00558398

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