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Consumer Cosmopolitanism in the Age of Globalization by Melvin Prince

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CHAPTER 2

The Global Nexus of Transversal Values and Cosmopolitan Consumers

Understanding the Intersection of Values and Consumers that Cross Over Cultures, Contexts, and Countries

J. Walker Smith

Executive Chairman, The Futures Company

Introduction

The idea of the cosmopolitan consumer is nothing more than yet everything entailed in being a citizen of the world and, from a marketing point of view, shopping accordingly.

This concept of a transcendent mindset that eschews localism for universality goes back to the period immediately after World War II when the wreckage of a half century of nationalism was still smoldering and two all-encompassing ideologies emerged on the world stage as competing canons of cosmopolitanism. It was a time of envisioning ...

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