Transnational Marketing and Connected Consumers


Speaker:Ibrahim Sirkeci, Regent’s University, London
Date: Friday 13 March 2015
Time: 15:00
Location: Streatham Court C

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Theodore Levitt's dream of ultimate convergence did not happen. Sirkeci argues that globalisation is over and now we are in the era of transnationalism because despite the attempt of businesses to act global, their customers remained locals and nationals. The ways in which mobility and movement plays a role in marketing and international business and management are of interest in an increasingly fast moving world, as an ever-growing number of people are pursuing transnational lives along with an increasing connectivity beyond national borders. A new type of consumer, the Transnational Consumer appears while also Transnational Marketing is becoming a common challenge in today's globalizing and fast moving world of business.


In this study I examine the transnational character of organizations and firms to emphasise the importance of the transnationality of marketing strategies for success. I also introduce the concept of 'transnational consumers' and 'transnational mobile consumers' which takes into account the increasing human mobility and its implications for marketers.