Branding in the Age of Glocalization
CFK (Centrum för konsumationsvetenskap)bjuder in till ett seminarium om varumärken. Danska Dannie Kjeldgaard, docent på institutet för Marketing and Managment på Syddansk Universitet i Odense, föreläser. Kostnadsfritt. Anmälan till malin.tengblad@cfk.gu.se senast den 3 september.
<p>Läs mer om innehållet nedan.</p> <p>Glocalization is a term that seek to explain the fact that through the processes of globalization markets are facing both homogenizing tendencies – that markets becomes more uniform across borders – and heterogenising tendencies – that markets include a higher degree of cultural diversity and a preoccupation with defining ‘the local’. The presentation will discuss how glocalized markets constitute new conditions for cultural branding. The discussion will be illustrated through a presentation of a study of the Scandinavian coffee shop market.</p>