1 Consumption and market developments – global or local perspectives? March 2009 Events in Globalising World David Litteljohn

2 Aims and structure To set a background for discussions about the global and the local for cities and globalisation, in particular Ritzer To consider cities as places for consumption in relation to debates on globalisation

3 Main references Ko de Ruytera, Marcel van Birgelena and Martin Wetzels, 1998, Consumer ethnocentrism in international services marketing, International Business Review, Volume 7, Issue 2, April 1998, Pages Djursaa, Malene and Kragh, Simon Ulrik (1998) Central and Peripheral Consumption Contexts: The Uneven Globalization of Consumer Behaviour, International Business Review, special issue (ed. J.-C. Usunier) on Culture and International Business, Vol. 7, pp Ritzer, clientId=6297&h_pub_title=&h_pub_title1=&h_pub_title2=&h_pub_title3=&h_pub_title4=&h_pub_title5=&h_pub_title6=&h_ pub_title7=&h_pmid=&h_pmid1=&h_pmid2=&h_pmid3=&h_pmid4=&h_pmid5=&h_pmid6=&h_pmid7=&SQ=Ritzer&FO=AU& OP1=AND&SQ1=globalization&FO1=CITABS&OP2=AND&SQ2=something&FO2=CITABS&OP3=AND&SQ3=&FO3=CITABS&OP4=A ND&SQ4=&FO4=CITABS&OP5=AND&SQ5=&FO5=CITABS&OP6=AND&SQ6=&FO6=CITABS&DBId=- 1&date=ALL&onDate=&beforeDate=&afterDate=&fromDate=&toDate=&PeerReviewd=1&Oppubtitle=AND&pubtitle=&Opsubje ct=AND&subject=&Opcompany=AND&company=&Opname=AND&name=&Opgeo=AND&geo=&Opcc=AND&cc=&Opsic=AND&s ic=&OpSF=AND&SF=any&OpAT=AND&AT=any&revType=review&revPos=all&STYPE=all&sortby=REVERSE_CHRON&PageSize=1 0

Refs - continued Fainstein, S.S. and Judd, D.R., (1999) "Cities as places to play" from Judd, D.R. and Fainstein, S.S. (eds.), The tourist city pp , , New Haven,: Yale University Press. LSM04/MLLSM04_64816.pdf LSM04/MLLSM04_64816.pdf Mind Maps on Economics and Culture from: - – Short, John Rennie and Kim, Yeong-Hyun, 1999, Globalization and the City, Pearson/Prentice Hall 4

Simple limits to globalisation of consumption Both models emphasise cultural inhibitors to homogenisation form a business perspective de Ruytera, van Birgelena and Wetzels – Consumer ethnocentrism Djursaa and Kragh – Cultural ties in relation to the nature of object 5

6 Ruyter et al, 1998 Consumer Ethnocentrism Antecedents -Openness to F.Cs --Patriotism --Conservatism --Collectivism/ Individualism Consumer Ethnocentric Tendencies Attitudes Toward Using Foreign Services Demographics -Age -gender -Education -Income Professional Sector Moderating Factors -Perceived necessity of the Service -Economic Threat (ET) -Personal ET -Domestic ET

7 Djursaa & Kragh,1998: Contexts of Consumption Food Clothing Industrial Components Consumer Durables

Ritzer’s approach Commentary on globalisation in general Looks at production and consumption, often in visitor settings Is highly subjective Contributes towards an agenda on the nature of globalisation 8

9 Ritzer, looks at meanings Globalisation = homogenisation of cultures Nothing - a social form … devoid of of distinctive substantive content Something - a social form … rich in substantive content Mission Valley Shopping Center 1961, from SDHS Horton Plaza in 2001Market Square from Digital Past

10 Ritzer Glocaliszation – The interpretation of the local and the global in unique outcomes in different geographic areas Grobalization – The imperialistic ambitions of nations, corporations, organizations and the like, and their desire and need to impose themselves on various geographic areas

11 Ritzer “Grobalization involves.. The mass distribution of a minimalist phenomenon.. [easy to] centrally create, reproduce and disseminate..”

12 Ritzer Glocal goods.. Are an idiosyncratic and spontaneous mix of the global and the local … By their nature …[they] are produced and marketed in limited geographic areas and in small batches

13 Ritzer ? ?

14 As it continues …… Cities & Globalisation Cities are important players in globalisation - need to understand them for events – Mind map 1 - Globalisation and Cities - economics – Mind map 2 - Globalisation and Cities - culture Ref: Short, John Rennie and Kim, Yeong-Hyun, 1999, Globalization and the City, Pearson/Prentice Hall Hong Kong, 2007

15 City Examples In the UK London Edinburgh Glasgow And of course Singapore