HARNESSING THE POTENTIAL OF GLOBALIZATION FOR THE CONSUMER AND CITIZEN

Globalization presents similar challenges to government and to busines s. Both must respond positively to the opportunities offered by the li beralized international economy; both have new roles and responsibilit ies to fulfil in the rapidly changing world. This article analyses the mixed success of the corporate and political response to globalizatio n. It argues that, in this 'global village' of diminished borders, int ernationalism and free trade, the most successful strategy for busines s and government is to develop global coherence while maintaining loca l diversity. The best response to globalization is to place increasing weight on the individual consumer and citizen.