Still enamoured of the glocal: A comment on ‘From local to grobal, and back’

<title/> This is a comment on M. Hoogenboom, D. Bannink, & W. Trommel (2010), ‘From local to grobal, and back’ (<italic>Business History</italic>, 52(6), 932--954). While great appreciation is expressed for the authors’ effort to test empirically the theoretical ideas developed by G. Ritzer (2007) in <italic>The globalization of nothing</italic> (2nd ed., Thousand Oaks, CA: Pine Forge Press), a number of reservations are expressed about the way his ideas are interpreted. The article has the unfortunate tendency to support the idea of glocalisation rather than the broader model developed by Ritzer.