A Phenomenological Inquiry into How Cosmopolitans Relate to Global and Local Brands
Siok Kuan Tambyah
NUS Business School
National University of Singapore
The term “cosmopolitan” from its Greek origins of “cosmos” (world) and “polis” (city) suggests a citizen of the universe who embraces humanity and the inherent diversity it brings. However, cosmopolitanism as we know it today is more than a theory on well-to-do information-seekers who travel across national boundaries. It is a distinction,1 an orientation,2 and a journey.3 The cosmopolitan–local distinction was first made by Merton,4 who identified the “cosmopolitans” in a small town in France as individuals who ...