The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their...

Globalization is the set of processes that connect societies, while fragmenting and transcending the social structures it confronts. This article advances four central arguments. First, the uncertainties in the pace and trajectory of contemporary processes of globalization are very large....