Globalization, reterritorialization, and marketing

Date of this Version


Document Type

Journal Article

Publication Details

Kale, S. H., & Zlatevska, N. (2009). Globalization, reterritorialization, and marketing. The journal of internationalisation and localisation, 1, 150-167.

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2009 HERDC submission. FoR code: 1504

© Copyright Lessius University College, Localization Industry Standards Association (LISA) & Brigham Young University, 2009


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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This document has been peer reviewed.