Global brands and social capital

This article describes how global brands and marketing can produce positive effects through enhancing countries’ social capital.

Global brands and social capital

John QuelchHarvard Business School and The London Business School

Katherine JoczHarvard Business School

Billions of consumers and business customers, in every region of the world, from cities to remote rural areas, buy global brands. This very popularity has spurred debate about the impact of global brands on the societies in which they are marketed.

To one camp it is clear that societies benefit as global branding and marketing infuse modernity and economic progress into less-developed countries. Global brands satisfy a universal 'overwhelming desire for dependable, world-standard modernity in all things, at aggressively low...

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