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Markets, Globalization & Development Review

Abstract

This commentary intends to extend knowledge about local identities with regard to their representations in the mediascape. It uses two focal MGDR papers and uncovers the opportunities for local identities to develop in global-local dynamics. This commentary reminds the interdependence between the global and the local and how local identities are formed. We discuss the accessibility of local identities and cultures.

Author Bio

Delphine Godefroit-Winkel is Associate Professor of Marketing at TBS Education on the Casablanca campus, Morocco. Her research interest relates to retailing, gender, and climate change. She uses both quantitative and qualitative methods to grasp the cultural aspects of consumer behaviors. Her work is published in book chapters and in several academic journals such as the Ecological Economics, European Journal of Marketing, International Journal of Retail & Distribution Management, Journal of Business Research, Journal of Consumer Marketing, Journal of International Marketing, Journal of Macromarketing, Markets Globalization and Development Review, and Revue de Gestion des Ressources Humaines. She has presented her research at several conferences including the Association for Consumer Research Conference, the Academy of Marketing Science Congress Consumer Culture Theory Conference, the International Society of Markets and Development Conference, … Delphine Godefroit-Winkel is also a board member of the International Society of Markets and Development, and ambassador for Morocco at the French Marketing Association.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.

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