Abstract
The article presents several arguments and evidence that the globalization process, which has become of great interest to many scholars, is not a uniform and universalizing process, but a fragmented one. The characteristics of this globalization of fragmentation are discussed and some reasons for its development are provided. Four major reasons discussed are: (1) the nature of the modern market, (2) the transforming consumers, (3) global communications, and (4) increasing multilayeredness of cultures. Implications of these factors for globalization of fragmentation and for international marketing are briefly discussed.
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