Globalization and international marketing are two parallel trends in the contemporary world. However, whereas the first seem to be causing tensions between nations and cultures the latter seem to offer ways of overcoming and mitigating this tension. The following quote gives an interesting new perspective:
"One major challenge for international marketing is the differentiation among people, firms and nations who primarily grow, make, create, or coordinate things. These differences in activities may well lead to major conflicts.International marketing needs to develop a Schumpeterian capability to achieve creative collaboration which is born out of conflict.... international marketing forges new linkages in thinking and makes additional progress in shaping a greater global commonality of values. It may well be that international marketing’s ability to align global values, making it easier for countries, companies and individuals to build bridges between them and think of mutuality of interest rather than that which divides them, may eventually become the field’s greatest gift to the world."
How can we view the role of international marketing as a force for greater good and what possibilities does the practise offer that still remains largely outside the influence of more formal institutions like governements and NGOs?