INTERNATIONAL TRADE

Globalization a Blessing or Curse

[Name of the Institute]

Globalization a Blessing or Curse

Introduction

Globalization is the process through which several cultures, societies, and regional economies combine through a world wide system of political thoughts by trade, communication and transportation. This assignment focuses over the extent and consequences of globalization. Furthermore, the assignment also incorporates the analysis of the statement of Naomi Klein in her book “No Logo”, 2000 as, “Market-driven globalization does not want diversity; quite the opposite. Its enemies are national habits, local brands and distinctive regional tastes”. Moreover it also assesses that whether globalization is an all-process that aims at homogeneity in order to make profit and destroying local cultures in its path? Or is it a more subtle process of bringing the worlds peoples closer together. This assignment evaluates the case of globalization by illustrating various issues and its relation to international marketing.

As stated by Naomi Klein in 2000 in her book “No logo” that “Market-driven globalization does not want diversity; quite the opposite." Its enemies are national habits, local brands and distinctive regional tastes”. Naomi Klein's article on anti-globalization is one of the most read articles which are very influential in nature. The articles have many publications with Newsweek International, Nation, New York Times and Village Voice. She is in Canada since 1970 and after years of research concluded in her book “No Logo” in 2000 in which she condemns the operations on multinational companies and policies of international associations like World Trade Organization, United Nations Organization and NAFTA. This book and the article are about the situation prevailing all around the world and how people feel about globalization - anti-globalization (Akande, Wole 2003).

Today's generation's move in packs if one buys everyone buys the same product. Companies are marketing to focus on kids making them feel trendy. These companies have been victorious in building brand following in cities and neighborhoods. Now, brands have their presence in schools and classroom taking over the youth spaces. Channel one reaches 12,000 schools and eight million viewers forced to watch and hear advertisements in classrooms. A study outside the classrooms suggests that 82 percent children in their mid teens like to watch MTV every day. Universities are also taken over by huge brands like Pizza Hut, Coca Cola and Pepsi influencing and availing university cafeterias for branding purposes. Sports brands sponsors' coaches of universities and colleges for sporting events and academic researchers are dependent on corporate sponsors from different industries. University research centers and their credibility are at the disposal for the brands. Higher education is being manipulated by these brands from designing to providing solutions to them satisfying their merit needs. The focuses of the students and people have been on political agendas like women rights, racism, drug abuse and same sex marriages.

The radical activists' experts found that diversity is the issue for the new generations, which brands are emphasizing on to increase their share in the market. Diversity helped in global marketing, and universal advertising took over segmented ...