The goal of this thesis is to define what globalization is, how the people across the world react to it based on their local context, how the reactions change under the conditions of economic crises and finally how the reactions are reflected in consumption. I answer these goals both from the theoretical and practical perspective. Based on my review of theory I define globalization (1) in economic terms as a recurring phenomenon related to changing power structures of world economy when new economic centers emerge and (2) in cultural terms as localized human experience determined by both one's worldview and one's local circumstances. I further hypothesize that the worldview underlying this localized experience changes during economic crises from modernism to traditionalism and postmodernism. Since Consumption then reflects our worldview in a culturally specific way. In the practical part I further test these findings through a netnographic study focused on Czech beer enthusiasts. The key finding is that the beer enthusiasts express a need to return to traditional brewing methods. However, there appears to be no correlation between economic crisis and the emergence of traditionalism among beer enthusiasts but rather the traditionalism erupst due to clash between modernist worldview of beer enthusiasts and perceived destruction of beer industry by capitalism. Finally, the traditionalism doesn't seem to be replacing modernist worldview of beer enthusiasts but rather serves as a resource for this worldview.

Despite its continued importance in the maintenance of black identity, hip hop has become a global phenomena popular among all races. In this age of mass cultural exchange, hip hop culture itself endures glocalization, that is it serves the global market, but becomes customized to suit the local culture. Where hip hop was orginally confined to specfic boroughs In New York, hip hop artists are now composing from their own local thresholds in regions all over the United States and worldwide. Virginia USA is a region that is increasingly thriving in regards to hip hop artists, fan base, and lifestyles. The hip hop identities found in Virginia are a product of Virginia's situatedness in the broader hip hop landscape. This study will shed light on the connections among music, place, and identity and specfically delve into Virginia's situatedness between the East Coast and Southern rap sub genres as they relate to Virginia's place based identity. / Master of Science

This thesis investigates the underlying mechanisms and processes that shape sport sponsorship in Cyprus. A systematic review of the international sport sponsorship literature (1980-2009) is undertaken and used as the guide for the qualitative empirical study concentrating on football sponsorship activity undertaken in Cyprus as a developing sport sponsorship market. The systematic review reveals sponsorship management structures, practices, tendencies, and models adopted at a range of national settings, and discloses contrasts that exist in different contexts. The findings of the systematic review highlight the management practices employed by sponsors, such as their motives, decision-making practices, activation and leveraging initiatives, objectives, and evaluation processes. With regard to the empirical investigation, sponsorship activity is viewed and interpreted within the broader social and cultural context in which it takes place. The analysis of the findings is informed by critical realism paradigm, so that the underlying causal mechanisms and structures shaping (or influencing) sponsorship activity in Cyprus are identified and discussed. Specifically, the findings of study, which focused on the top division of the national professional league, revealed the existence of a sponsorship continuum involving four significantly different sponsorship approaches, ranging from purely philanthropic to heavily rational and commercial. Interestingly, the study revealed the interdependence of global and local processes within the sponsorship-related practices, suggesting that sponsorship arrangements in this specific context are marked culturally by processes of glocalisation. Such processes appeared to be vividly expressed in sponsorship-related projects in Cyprus, and involved an amalgamation of several local and cultural factors such as a strong prevalence of localism, nationalism, political clientelism, and reliance on personal relations. Community pressures seemed to have a central role in sponsorship related decision-making, whilst sponsorship activity appeared also to be influenced by the structure of the sponsors industry, the organisational structure and corporate culture, as well as by the structure and local specificity of the football market in Cyprus. More specifically, competitive imbalance of the national league, politicisation of football, the level of competition within a particular industry, and centrality of authority and control (both organisational and cultural), are additional factors that appeared to impact sponsorship activity in the specific market.

As corporations transcend international borders new questions arise concerning the formation of identities. This study looks at adidas advertising campaigns "Bonded by Blood" and "Of This Earth" and how they represent and commodify Māori culture. "The Making" of "Bonded by Blood" is the video component for that campaign. The "Of This Earth" file is the TV commercial from 2007. Furthermore, this study looked at whether or not these advertisements are in fact reaffirming already established stereotypes about indigeneity and "Otherness." This thesis is informed by Stuart Hall's article "The Spectacle of the Other" as well as works by other scholars who discuss ideologies of Otherness, globalization, glocalization, mobility, and corporate sports sponsorship. The posters of each campaign as well as the video components were analyzed through textual analysis. The results show that patterns of cultural appropriation and reaffirmation of stereotypes do occur in the posters and videos of those campaigns. The two video components are included as supplementary files for this thesis. / 10000-01-01

Master thesis in Business Administration, 15hp, School of Business and Economics, LinnaeusUniversity, Växjö, Marketing, 4FE02E, spring 2011 Authors: Jenny Andersson and Julia Borgvall Tutor: Engelbert Weiss Company contact person: Peter Samuelsson, Gunnebo AB Title: Securing the global brand strategy – global standardization or local adaptation Background: The infrastructure available today provides opportunities for companies allaround the world to transcend national boarders easily and to operate on the global market. During the preceding decades, brand management in the international environment hasbeen frequently discussed. The choice of a clear branding strategy and clear goals of what acompany wants to achieve is of great importance. Furthermore, companies that act in a globalenvironment need to decide upon whether to be standardized across these markets or to adaptto each specific market. Purpose: To reach an understanding of the factors influencing the choice of internationalbranding strategy by global standardization or local adaptation. Methodology: A case study has been used in this research in order to meet the purpose. Sincethis thesis is of a qualitative character the empirical data has been collected through semi-structured interviews within three respondent segments in the case organization: management,communication and sales. Conclusion: A conclusion drawn from this research is the importance of internalcommunication, when it comes to the formulation and implementation of brand strategies. - Factors influencing the decision of a global standardize brand strategy can be; the possibilityto become a strong global player, decreased expenses of marketing, economics of scale. - Factors influencing the decision of a local adaptation strategy can be; cultural differences,history and heritage, better knowledge of the local market. Suggestions for further research: Further research could be to conduct a more thoroughstudy with more respondents from different multinational companies and also to look at thecustomers' point of view.

In order to expand global market share and enhance the benefits of economics of scale, Trans-National Media Corporations (TNMCs) exploits overseas markets actively. The Chinese region which contains more than one billion audience is regarded as an important target market by TNMCs. Taiwan TV industry which allows foreign investments is always the leading region of Chinese film industry and popular culture. On condition that analyzing the glocalization strategy of foreign satellite channels in Taiwan, we can construct the best operation strategy among Chinese regions. Therefore, we use case study method to investigate not only the business strategies of Star Ltd. Group¡¦s Channel[V] and Viacom¡¦s MTV Taiwan channel but also the synergy that parent company integrates from local resource. The research method for collecting data combines qualitative and quantitative method. Use literature analysis and in-depth interview for qualitative approach that acquire industrial data. And use questionnaire for quantitative that analyze the market response of audience to see whether they accept the positioning and strategy of Channel[V] and MTV or not. Finally, develop research conclusion and suggestion base on case study method. Regarding research framework, we apply I-R framework and Institutional Theory as our theoretical basis. And divide three strategic perspectives to compare the operation of Channel[V] and MTV. We find that they operate in different ways among glocalization strategy and programming production strategy. The differentiation of Channel positioning leads to competitive strength. Besides, monitoring advertisement sales, product placement, road shows, integration of channel resource, and cross-media marketing campaigns can promote firm¡¦s operational performance. We hope our research conclusion and will help the following researchers and industrial managers.

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This study focuses on leadership within the wellness and fitness context. The aim of this study was to describe and analyse Swedish group fitness instructors' views on training, health and body; and also to understand these views in terms of glocalization -the localisation of global ideas. Semi-structured interviews were conducted with six female instructors working with pre-choreographed group training concepts which originated in New Zealand and have spread through the golbal fitness community. The analysis used a theoretical framework based on Pronger's ideas about ”the technology of physical fitness” (2002). The results suggested that the instructors' views were consistent with the five texts that constitute ”the technology of fysical fitness” and that successful instructors have extensive knowledge of physiology, good communication skills and lively personalities. Overall, the instructors adapted the global pre-choreographed concepts to their local context and in balancing the ”inner” and ”outer” aspects of health they devoted less attention to body form and appearance.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-11-26T10:53:41Z No. of bitstreams: 1 Davi Junqueira Marin.pdf: 4237779 bytes, checksum: cfec1db3ec20ddca7dbf3060f65d2808 (MD5) / Made available in DSpace on 2018-11-26T10:53:42Z (GMT). No. of bitstreams: 1 Davi Junqueira Marin.pdf: 4237779 bytes, checksum: cfec1db3ec20ddca7dbf3060f65d2808 (MD5) Previous issue date: 2018-10-02 / Pontifícia Universidade Católica de São Paulo - PUCSP / The present dissertation aims to arrive at a concept of narrator that embraces all the complexity of electronic networks writing. In order to do so, Facebook was chosen as an object of study to illustrate the rationale presented together with the concepts debated not only by their amplitude in terms of diversity of use, but as a product that also symbolizes some unanimity in our research context within an even larger environment, which we call here the Galaxy of Zuckerberg in the wake of the works of Marshal McLuhan. Since Walter Benjamin establishes his criticism in The narrator, we seek an analysis of classic concepts from the typographic universe brought by authors such as Paul Ricoeur, mainly, and Gérard Genette and Roland Barthes in the background, along with Todorov. Although our chronology of work beeing ultra contemporary and very current, the debate of concepts goes back to classical antiquity, the Middle Ages and modern times marked by the emergence of the Gutenberg press, when begins the process Benjamin will call death of the experience or death of the narrator. In illustrating the analysis of what we are calling networked writing, of real time narrative through examples drawn from Facebook profiles, we mark the birth of this new media galaxy emerging at the apex of the twentieth century and that made the typography mature while shining at the same time new mechanical-electrical techniques of reproduction of arts and storytelling, or artificial reproduction of experience, as Benjamin puts it. Thus, by pairing great authors in their great works, such as McLuhan and Benjamin, we get an overview of what can be the new electronic age precisely from the study of the transposition of the mŷthos in Paul Ricoeur, through concepts such as point of view and time in the composition of narratives. The central idea is that new faces do not change old habits and that although new media bring in its core the need to review themes and conceptual updates, the core of questions and habits are timeless and always obey the same structure, regardless of their context or their technological support. Concluding poetically as the question is worked in the same way through the course, we will agree with Walter Benjamin on the death of the narrator, but we will also agree with Marshal McLuhan in saying that he may be reborn in his new global village / A presente dissertação tem por objetivo chegar a um conceito de narrador que abrace toda a complexidade das escritas nas redes eletrônicas. Para tanto, o Facebook foi eleito como objeto de estudo para ilustrar o raciocínio apresentado juntamente com os conceitos debatidos não apenas pela sua amplitude em termos de diversidade de uso, mas enquanto produto que também simboliza certa unanimidade em nosso contexto de pesquisa dentro de um ambiente ainda maior, o que chamamos aqui de Galáxia de Zuckerberg na esteira das obras de Marshal McLuhan. A partir da crítica que Walter Benjamin estabelece em O narrador, buscamos uma análise de conceitos clássicos provenientes do universo tipográfico trazidos por autores como Paul Ricoeur, principalmente, e Gérard Genette e Roland Barthes em segundo plano, juntamente com Todorov. Embora nossa cronologia de trabalho seja ultra contemporânea, atualíssima, o debate dos conceitos remonta a antiguidade clássica, a Idade Média e os tempos modernos marcados pelo surgimento da prensa de Gutenberg, quando se inicia o processo que Benjamin vai chamar de morte da experiência, ou morte do narrador. Ao ilustrarmos uma análise do que estamos chamando de escrita em rede, de narrativa real time através de exemplos extraídos de perfis do Facebook, demarcamos o nascimento dessa nova galáxia de mídia que surge no ápice do século XX e que fez amadurecer a tipografia ao mesmo tempo em que brilharam novas técnicas mecânico-elétricas de reprodução de artes e de contação de histórias, ou de reprodução artificial da experiência, como coloca Benjamin. Assim, ao emparelharmos grandes autores em suas grandes obras, como McLuhan e Benjamin, conseguimos uma visão de conjunto sobre o que pode ser a nova era eletrônica justamente a partir do estudo da transposição do mŷthos em Paul Ricoeur através de conceitos como ponto de vista e tempo na composição das narrativas. A ideia central é a de que novas faces não mudam os velhos hábitos, e que apesar de novas mídias trazerem em seu bojo a necessidade da revisão de temas e atualizações conceituais, o cerne das questões e os hábitos são atemporais e obedecem sempre a uma mesma estrutura, independente de seu contexto ou de seu suporte tecnológico. Concluindo de forma poética assim como é trabalhada a questão durante todo o percurso, vamos concordar com Walter Benjamin sobre a morte do narrador, mas vamos também concordar com Marshal McLuhan ao dizermos que ele pode estar renascido em sua nova aldeia global

Made available in DSpace on 2017-07-21T18:15:33Z (GMT). No. of bitstreams: 1 Gigliese Aparecida Mendes.pdf: 4723690 bytes, checksum: d639f235c11f238d999f62cf269496c4 (MD5) Previous issue date: 2013-05-22 / The modernist architecture is strongly presented in the urban scenery of Irati-PR. Such movement arrived to this town from 1950`s, what indicates a certain temporal delay, considering that this movement was booming in 1920`s in large urban centers. The base of this research is the dialectic relationship between local and global scales, in order to show the ways that a globalized movement wields local influence, mixing to individuals` life and establishing a ‘glocal’ culture. The focus of this research is the modernist ‘living space’ in which are analyzed twelve single-familiy residences built from 1950’s to 1970’s, that was projected by Eduardo Posfaldo, a local professional that strongly presented lecorbusioan influence. In these are observed modernist architectonic elements, such as pans de verre, platibands and pilotis. The “living machine”, that was largely discussed in the modernist movement, has its space linked to practicality, and the beauty of its frontages is allied to the functionality of the interior rooms. Based on the analysis of these habitations, it is possible to establish that they follow a pattern in the distribution of the intern spaces, privileging the private spaces followed by the social ones. Furthermore, it was found singularities in the modernist architecture of Irati-Pr, such as the use of wood in frontage details, and the presence of integrated “professional spaces” in some cases. / A arquitetura modernista mostra-se bastante presente na paisagem urbana de Irati – PR. Tal movimento chegou à cidade a partir da década de 1950, ou seja, com um certo atraso temporal, tendo em vista que estava em alta na década de 1920 nos grandes centros urbanos. O eixo condutor da pesquisa é a dialética existente entre as escalas global e local, na tentativa de mostrar de que maneira um movimento globalizado exerce influência local, mesclando-se à vida dos indivíduos e estabelecendo uma cultura ‘glocal’. O foco da pesquisa é o ‘espaço de morar’ modernista, onde analisa-se doze residências unifamiliares, construídas entre as décadas de 1950 a 1970, projetadas por Eduardo Posfaldo, profissional local que detinha forte influência corbusierana. Nestas são observados elementos arquitetônicos característicos do modernismo, como os pans de verre, platibandas e pilotis. A ‘máquina de morar’, tão debatida durante o movimento modernista, tem seu espaço ligado à praticidade, de forma que a beleza das fachadas se alia à funcionalidade dos cômodos internos. A partir da análise destas habitações, constata-se que estas seguem um padrão na distribuição dos espaços internos, privilegiando-se os espaços íntimos seguidos dos espaços sociais. Além disso, são encontradas singularidades na arquitetura modernista de Irati - PR, como a utilização da madeira em detalhes nas fachadas e a presença de 'espaço profissional' integrado, em alguns casos.