Resurgence of Ethnocentrism and its Implications for International Marketing: A Model and Propositions

This paper investigates the contradictory developments the world is presently witnessing- globalism and growing international interdependencies on the one hand, and, an alarmingly rising trend in nationalism and ethnocentrism on the other. Concepts developed in Anthropology, Social Psychology and Marketing are used to construct a theoretical framework for ethnocentrism. Micro and Macro implications for international marketing are then discussed.