Markets, Globalization & Development Review


Globalization’s contemporary omnipresence has resulted in an emphasis on the conflicts between the local and the global. This emphasis has blurred our ability to have insights that may be gained by recognizing that the local and the global are interdependent and cannot exist without each other. This paper explores the initial insights from such recognition regarding local identities, cultural development, and modern marketing’s shortcomings in aiding development. Preliminary conclusions as to how a new conceptualization of marketing can be instrumental in enrichment of meaningful and substantive human lives through constructing redefinitions of development and marketing based on these insights are presented.

Author Bio

A. Fuat Fırat is Professor of Marketing, University of Texas—Rio Grande Valley. He co-chaired the originating International Conference on Marketing and Development (ICMD) that led to the formation of the International Society of Markets and Development (ISMD). He is a past president of ISMD. His scholarship interests span relations among culture, markets, and marketing. He won several best paper awards with colleagues N. Dholakia, A. Venkatesh, L.T. Christensen and J. Cornelissen. His books include Consuming People: From Political Economy to Theaters of Consumption, co-authored by N. Dholakia. He is a founding editor of Consumption, Markets & Culture.