We live in an imperfect world. The poverty, the disease, the lack of education, the environmental destruction, the energy crisis, the overpopulation, the increasing consumption of resources, the deforestation and desertification, the biodiversity loss, the pollution, the emissions of greenhouse...

A few years ago, globalization was the new paradigm in international business, however from a branding perspective it has lost its initial efficiency giving the fact that consumers do not seem to feel a connection anymore with the standardized products of global corporations, catered to them in...