This is a brief essay, we call "think-pieces", designed to stimulate a discussion on a particular topic. For this series of essays we propose the following question:
"Consumer behavior in virtual worlds, is it really any different to the real world, or is it simply a case of 'old wine in a new bottle'?"
Purpose
The purpose of this paper is to respond to the essay by Cleveland and Bartsch in this issue. The paper also aims to counter argue the various drivers of global consumer culture (GCC).
Design/methodology/approach
Based on many findings from the study of consumer behavior, the assumed drivers of GCC are discussed and a suggestion for new research is made.
Findings
Instead of globalization processes that drive GCC, the most dominant process is a local-global-local cycle of global products and brands.
Originality/value
It offers a different approach to the study of global vs local products and brands. It is suggested that instead of continuing abstract discussions of GCC, scholars do more service to international marketing by researching developments in the real world.
This is a brief essay, we call "think-pieces", designed to stimulate a discussion on a particular topic. For this series of essays we propose the following question:
"Consumer behavior in virtual worlds, is it really any different to the real world, or is it simply a case of 'old wine in a new bottle'?"
Real Virtual Worlds SOS (State of Standards) Q3-2008