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This work is a commentary review of the article Consumer ethnocentrism: an integrative review of its antecedents and consequences by Mahesh N. Shankarmahesh. This article has justified the inclusion by the fact that it has achieved its objective. In this case, the article has given an integrative review in regards to the antecedent and the impacts of consumer ethnocentrism (Shankarmahesh, 2004). Furthermore, Mahesh gives a historical overview of how customers antecedents and ethnocentrism have affected the rate at which world trade grew and developed. In this regard, he used an international focus to evaluate the impacts of globalization and the convergence of economic ideology. Moreover, the review has used quotes derived from old sources such as that of Summer and Murdock which are quite useful in the entire and analysis. This has enabled him to have a historical context on consumer antecedent and ethnocentrism. In the review, the author provides the reader with several suggestions especially with a keen focus on future research. This has been done by incorporating ideas derived from an individual discussion about the antecedents and consequences (Shankarmahesh, 2004). Contrastingly, the review has also met the justification for exclusion from the fact that the information provided has been critiqued by scholars.
More explicitly, the review has also distinguished between what has been done and what needs to be done through his research findings. This can be analyzed from his categorical findings. In the review, Mahesh has identified four categories of antecedents. These include socio-psychological, economic, political, and demographic factors which are all vital in the entire analysis (Shankarmahesh, 2004). All the named types of antecedents have been gathered from the literature through some succinct analysis of the article provided. However, it is clear from the review that there is a need for further research on the direct and indirect consequences that occurred due to consumer ethnocentrism and antecedents. From the review, the author confirms that scholars need to equally scrutinize whether there are better means of increasing effectiveness while reducing consumer ethnocentrism at the micro-level. In this case, the author gives a clear confirmation that companies in foreign countries have not successfully been able to liberate their products from consumer ethnocentrism (Shankarmahesh, 2004). However, it is imperative to note that the review acts as evidence that research done has adequately given an integrative framework on how the existing antecedents and their impacts can be solved. For this case, it acts as a vista through which scholars will further their research on how to market international goods and services. Additionally, it is evident from the review that the identified antecedents require relevant moderators and mediators. The latter elements are relevant since they provide a profound platform on which various aspects of trade growth largely depend. Though some moderators have been addressed in the review, the author builds a foundation for future research.
Besides this, the author has successfully emerged very competent by the way he has applied correctly vocabulary. This has fostered clarity, coherence and as well eliminated ambiguity in the review. In addition to this, it is evident that the author in the reviewed article has applied appropriate methodology in his research (Shankarmahesh, 2004). The approaches used are very comprehensive and thus offering the work an updated summary. Both qualitative, quantitative methodologies, as well as theories from scholars, have been employed in the work. Examples of qualitative methodologies include analyzing individual discussions and literature from written sources. Quantitative tools used include surveys and questionnaires (Shankarmahesh, 2004). For this case, the review has been able to integrate a wider coverage to research on the essence of the global marketing topic. Moreover, the research approaches have built an avenue to further research in the future. Examples of theories used include materialism and dogmatism to bring out his points well.
It is also evident that the review has a scholarly significance towards the research problem. For this case, it has a practical implication due to the issue of antecedents and consequences of CET on global trade (Shankarmahesh, 2004). In this case, they can be used by international marketing agents to improve their marketing strategies bearing in mind that there are hosts of challenges which international businesses encounter in the course of their operations.
Shankarmahesh (2004) gives justification for the inclusion of consumer ethnocentrism with antecedents and consequences. To begin with, the author contends that the exit of tariffs and the emergence of non-tariff barriers in international trade has resulted in challenges in global trade. Consumer acceptance or rejection of products is no longer based on price or quality but nationalist ideologies. These ideologies are referred to as non-tariff barriers and they include consumer ethnocentrism. Secondly, he claims that such tariffs as consumer ethnocentrism have been precedent by some factors and will lead to specific consequences, therefore justifying why this study of antecedents and consequences is imperative.
In addition, the author explicitly shows a line of difference between what has been previously done regarding consumer antecedents and consequences and what needs to be done currently. About previous research, as regards CET in various aspects including economic, political, demographics, gender, education, race, ethnicity, and social class, he recommends future research in government procurement, how it can be overcome, and the liability of foreignness in CET. The aforementioned factors are quite crucial in the growth as well as the development of international trade. More vividly, there is consideration of scholarly literature in the examination of this topic in a historical context. When quotes from summer, Murdock, and Sharma are duly applied to this scenario, the author acquires the historical context of the emergence of consumer ethnocentrism with appropriate inclusion of correct vocabulary with clarity and elimination of ambiguity consumer ethnocentrism as regards international trade (Shankarmahesh, 2004). Owing to the articulation of variables such as gender, demographics, economies, education, race, and ethnicity, the article correctly explains the existent relationship of the variables to the phenomena of CET. This piece synthesizes some pieces of literature and lacks a critique of other sources of literature and thus does not fully synthesize literature accordingly. Indeed, this may be posed as a weakness in the article which requires to be reviewed further. Although he claims that more research needs to be done as regards government procurement and supplies, he presents contradictions as regards political studies in CET antecedents and consequences. It is obvious that political influence on CET comes from the presiding government and the same trends should be reflected in its procurement and supplies. This claim of future research fails to achieve validity.
Reference
Shankarmahesh, N. (2004). Consumer ethnocentrism: an integrative review of its antecedents and consequences. St Louis: University of Missouri Press.
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