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Unpublished Paper
Homeless abroad, homeless at home: the conundrum of globalisation
Globalisation and Development Centre
  • Sudhir H. Kale, Bond University
  • Sangita De, Griffith University
  • Robin Pentecost
Date of this Version
9-1-2007
Document Type
Journal Article
Publication Details
Kale, S., De, S. and Pentecost, R. (2007) Homeless abroad, homeless at home: the conundrum of globalisation

Working Paper Series; No. 2, Sep. 2007.

Copyright © Sudhir Kale, Sangita De, Robin Pentecost and The Globalisation and Development Centre, Bond University, 2007.

Abstract

Forces of globalization have brought about profound changes in the way consumers the world over view their identity. For many, consumption becomes one of the key avenues through which they can reterritorialize themselves. Consumption for the purpose of reterritorialization has interesting implications for marketers. Goods and services designed and promoted to restore consumers’ sense of identity will resonate well with today’s deterritorialized consumers. This premise has macromarketing and micromarketing implications.

Citation Information
Sudhir H. Kale, Sangita De and Robin Pentecost. "Homeless abroad, homeless at home: the conundrum of globalisation" (2007)
Available at: http://works.bepress.com/sudhir_kale/10/