Picture of Open Access badges

Discover Open Access research at Strathprints

It's International Open Access Week, 24-30 October 2016. This year's theme is "Open in Action" and is all about taking meaningful steps towards opening up research and scholarship. The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Explore recent world leading Open Access research content by University of Strathclyde researchers and see how Strathclyde researchers are committing to putting "Open in Action".


Image: h_pampel, CC-BY

Globalization tug-of-war: consumption as a site of conflict

Jafari, Aliakbar and Goulding, Christina (2010) Globalization tug-of-war: consumption as a site of conflict. Advances in Consumer Research, 38 (1). ISSN 0098-9258

Full text not available in this repository. (Request a copy from the Strathclyde author)


This study addresses the local-global institutional tensions and consumers' interactions with meanings systems in Iran and highlights how the consolidating forces of the local context clash with globalization dynamics. Two conceptual models are proposed as useful analytical tools to study consumers' multiple interactions with globalization dynamics in contemporary societies.