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Article published In: The Journal of Internationalization and Localization
Vol. 1 (2009) ► pp.150–167

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Globalization, Reterritorialization, and Marketing

 | Bond University
 | Bond University
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Available under the Creative Commons Attribution-NonCommercial (CC BY-NC) 4.0 license.

For any use beyond this license, please contact the publisher at rights@benjamins.nl.

Published online: 26 May 2015
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https://doi.org/10.1075/jial.1.06kal
Accelerated globalization has dramatically altered the ways in which people consume, work, gather information, play and define their identity. Most extant discourse on globalization, particularly in the business discipline, ignores the impact of globalization on the identity of those affected. One of the key characteristics of globalization is deterritorialization; the severance of social, political, and cultural practices from their native places. Deterritorialization potentially destabilizes people‘s identity. In response, individuals will undertake activities and behaviors which help them “reterritorialize” and restore their sense of identity. This phenomenon has interesting implications for researchers as well as practitioners.
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Cited by (1)

Cited by one other publication

Belamghari, Mohamed
2020. The Fragmentation of Identity Formation in the Age of Glocalization. Sage Open 10:2 DOI logo

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