Date of this Version


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.


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.