Abstract
Purpose The purpose of this paper is to present an afterword to Steenkamp’s reflections on the future of globalization published in this issue of International Marketing Review. Design/methodology/approach The paper is a commentary. Findings Through examples and arguments, the comment emphasizes the need to think locally even when pursuing global strategies, and raises the question of whether global consumer culture is desirable. Originality/value The comment builds on Steenkamp’s essay, and asks unique questions that global consumer culture scholars need to reflect upon.
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