Marketing and Globalization

Since the early 2000s, new practices have emerged in marketing under the impulse of an increased pace of globalisation. For instance, we attended the rise of mobile and digital marketing, marketing at the bottom of the pyramid, reverse innovation, place marketing (for countries, regions, cities, etc.), social and responsible marketing, and cause-based marketing (e.g., green marketing). These practices can be seen as a (tacit) goal to help businesses overcome the diverse barriers of distance. Indeed, companies seek to manage and possibly reduce the existing distance with their stakeholders (such as intermediaries and customers but also suppliers, employees, development partners, and governmental institutions). Such distance is not only physical but also cultural, administrative, economic and technological.