Heimat

Anchor in a Globalized World

Sylvia von Wallpach, Hans Mühlbacher

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Abstract

In globalized environments consumers tend to feel conformity, loneliness, and estrangement.Striving for belongingness and identification consumers rediscover “Heimat”, a term without exact equivalence in English or French. Local marketers build new product and communication strategies on Heimatwithout much theoretical basis and empirical results.This study provides insights into multi-sensory elements used in individual construction processes of Heimat. Heimatturns out to be the construction of a virtual space in a familiar natural and social context that is a part of consumers´ self, which allows mental balance and selfdetermination. Marketers who useHeimat to differentiate from global competitors should provide consumers with room for self-determination and should refrain from new economic or social pressures for their target customers.
Original languageEnglish
Title of host publicationProceedings of the 14th International Conference Marketing Trends 2015 Paris
EditorsJean-Claude Andreani, Umberto Collesei
Number of pages11
Place of PublicationParis-Venice
PublisherEuropean Marketing Academy. EMAC
Publication date2015
ISBN (Electronic)9782953281127
Publication statusPublished - 2015
EventThe 14th International Marketing Trends Conference - Paris, France
Duration: 23 Jan 201524 Jan 2015
Conference number: 14
http://www.marketing-trends-congress.com/content/conference-2015

Conference

ConferenceThe 14th International Marketing Trends Conference
Number14
CountryFrance
CityParis
Period23/01/201524/01/2015
Internet address

Cite this

von Wallpach, S., & Mühlbacher, H. (2015). Heimat: Anchor in a Globalized World. In J-C. Andreani, & U. Collesei (Eds.), Proceedings of the 14th International Conference Marketing Trends 2015 Paris Paris-Venice: European Marketing Academy. EMAC.
von Wallpach, Sylvia ; Mühlbacher, Hans. / Heimat : Anchor in a Globalized World. Proceedings of the 14th International Conference Marketing Trends 2015 Paris. editor / Jean-Claude Andreani ; Umberto Collesei. Paris-Venice : European Marketing Academy. EMAC, 2015.
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von Wallpach, S & Mühlbacher, H 2015, Heimat: Anchor in a Globalized World. in J-C Andreani & U Collesei (eds), Proceedings of the 14th International Conference Marketing Trends 2015 Paris. European Marketing Academy. EMAC, Paris-Venice, Paris, France, 23/01/2015.

Heimat : Anchor in a Globalized World. / von Wallpach, Sylvia; Mühlbacher, Hans.

Proceedings of the 14th International Conference Marketing Trends 2015 Paris. ed. / Jean-Claude Andreani; Umberto Collesei. Paris-Venice : European Marketing Academy. EMAC, 2015.

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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T1 - Heimat

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AU - von Wallpach, Sylvia

AU - Mühlbacher, Hans

PY - 2015

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N2 - In globalized environments consumers tend to feel conformity, loneliness, and estrangement.Striving for belongingness and identification consumers rediscover “Heimat”, a term without exact equivalence in English or French. Local marketers build new product and communication strategies on Heimatwithout much theoretical basis and empirical results.This study provides insights into multi-sensory elements used in individual construction processes of Heimat. Heimatturns out to be the construction of a virtual space in a familiar natural and social context that is a part of consumers´ self, which allows mental balance and selfdetermination. Marketers who useHeimat to differentiate from global competitors should provide consumers with room for self-determination and should refrain from new economic or social pressures for their target customers.

AB - In globalized environments consumers tend to feel conformity, loneliness, and estrangement.Striving for belongingness and identification consumers rediscover “Heimat”, a term without exact equivalence in English or French. Local marketers build new product and communication strategies on Heimatwithout much theoretical basis and empirical results.This study provides insights into multi-sensory elements used in individual construction processes of Heimat. Heimatturns out to be the construction of a virtual space in a familiar natural and social context that is a part of consumers´ self, which allows mental balance and selfdetermination. Marketers who useHeimat to differentiate from global competitors should provide consumers with room for self-determination and should refrain from new economic or social pressures for their target customers.

KW - Natural environment

KW - Social relationships

KW - Self-determination

KW - Multi-sensory experiences

KW - Multi-sensory sculpting

M3 - Article in proceedings

BT - Proceedings of the 14th International Conference Marketing Trends 2015 Paris

A2 - Andreani, Jean-Claude

A2 - Collesei, Umberto

PB - European Marketing Academy. EMAC

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von Wallpach S, Mühlbacher H. Heimat: Anchor in a Globalized World. In Andreani J-C, Collesei U, editors, Proceedings of the 14th International Conference Marketing Trends 2015 Paris. Paris-Venice: European Marketing Academy. EMAC. 2015