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La sphère marchande comme outil de résistance à la mondialisation : le cas du marché des colas

Author

Listed:
  • Philippe Robert-Demontrond

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Anne Joyeau

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Christine Bougeard

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

Day after day, the world is becoming more and more globalized. Financial movements, transports, means of communication facilitate the emergence of this phenomenon. Nevertheless, globalization is not without consequences on the local populations who perceive this evolution as a threat for their identity and their culture. Through the creation or resurgence of an offer of foodstuffs, and more particularly through a world and plethoric offer of local colas, the consumer is showing resistance and refuses to standardize his consumption. The commercial success of those altercolas cannot be denied and many dimensions are bound to their consumption.

Suggested Citation

  • Philippe Robert-Demontrond & Anne Joyeau & Christine Bougeard, 2010. "La sphère marchande comme outil de résistance à la mondialisation : le cas du marché des colas," Post-Print halshs-00558398, HAL.
    • Handle: RePEc:hal:journl:halshs-00558398
    as

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