Abstract
This paper looks at the sociopolitical trends over the last few years and tries to examine the strategic marketing challenges arising out of protectionist sentiment driven by a sense of nationalism in many regions globally. It looks at the scenarios leading to the anti-globalization sentiment and looks at how this situation has been converted to opportunities by local companies in many emerging geographies. Conversely, it also dwells on the adverse impact on global or multi-national companies. It attempts to bring out questions that Chief Marketing Officers (CMOs) of global corporations/brands should answer to be able to have their companies and brands effectively face such challenges in these markets, remain competitive and still relevant given this volatile environment.
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