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ABSTRACT
The march of globalization may have started sixty thousand years ago somewhere in Northeast Africa. However, its recent story dates back to the Colonial Period. The two World Wars brought an end to colonialism and ushered a new era of globalization under the auspices of the United Nations (UN), World Trade Organization (WTO), World Bank (WB), International Monetary Fund (IMF), and, of course, Multinational Corporations. Later, the collapse of the Soviet Union and the rise of the Internet accentuated the process. Now, the system is under attack by a very organized, well-funded, goal-oriented, pro-active, and vocal nationalist-populist group who intends to replace it. Unless checked, the gains of globalization could dissipate.
The study presents a social marketing strategy to reposition globalization under resurfaced nationalism. Globalization is perceived as an ideology, a phenomenon, a cause, and a process that can create a better world by delivering social value. Four different segmented mindsets are targeted for the purpose: Arable, Fertile, Delta, and Doubtful segments. A strategy to inculcate the right knowledge and attitude for each segment is suggested. Citizens with global mindsets, a fair global governance architecture, and an equitable economic system can complement the marketing strategy for globalization.
Keywords: Globalization, Social value, Social marketing, Repositioning, Nationalism
INTRODUCTION
The historic meetings at Bretton Woods, Potsdam, and Yalta provided a global governance architecture, a New World Order, by the victorious Allied Powers. The newly formed UN provided political stability, WTO espoused free trade, the IMF established monetary discipline, and the WB shared gains in global development. The collapse of the Soviet Union and the expansion of the Internet enabled the process of globalization. Today, seven billion people in two hundred nations in the world are enjoying the fruits of a global system that has been at work for about seventy years.
Now the system is under attack by nationalists-populists in various parts of the world threatening many global institutions. The nationalists not only question the efficacy of the current world order, but also intend to replace it with a racially divisive model that prevailed during the colonial days. Unless checked, the benefits of globalization achieved so far could dissipate. Though relatively small in number globally, these nationalists are very organized, well-funded, goal-oriented, pro-active, and vocal. The...