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Keywords: Glalienation
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2024) 41 (6): 1161–1189.
Published: 05 July 2024
... are assessed concerning an integration between global conformity and local connections. The “glalienation” viewpoint (neither global nor local) is related to consistency, in the sense of being unique and avoiding a commitment to either global or local values. The data also highlight issues of inconsistency...
