ABSTRACT
Chapter 1 focuses on the overarching drivers and expressions of globalization. It discusses the main variables affecting globalization of products and services. It also sheds light on ethnocentrism and xenocentrism as outcomes of globalization. It further discusses the allure of the global brands on one hand, as well as the responsibility and expectations placed on them in the somewhat uneven global branding playfield. The chapter also focuses on the importance of branding blunders for understanding cultural influence. It illustrates different levels of brand involvement in the international markets, and points at the importance of new middle classes in the emerging markets and their unique characteristics.
The chapter critically assesses the traditional notion of “modernization” commonly accepted in the West as a concept of progress, implying that the non-Western countries should catch up with the West, which has set the standards for the “rest.” Case-in-point examples include China’s Belt and Road Initiative (BRI), international education segment, yoga and K-pop, Paco Rabanne, Quorn in Asia, Coca Cola’s Super Bowl ad, Uber in Asia, Club Med in China, Pepsi in China, and luxury industry. The mini-case included in the Chapter 1 is Sofitel Hotels & Resorts.
