Coffee Grounds and the Global Cup: Glocal Consumer Culture in Scandinavia

This presentation explores the glocalization of consumer culture by analysing the coffee servicescapes in Scandinavia. The presentation explores how the servicescapes, which are influenced by the hegemonic brandscape outlined by Thompson and Arsel (2004) become glocalized in the Scandinavian context. We identify three coffee cultural styles—Americana, Culinaria and Viennesia—and show how they all assume different competitive and positioning roles negotiating the presence of pre-existing coffee cultural styles. Furthermore, the presentation discusses how the coffee servicescapes are shaped by a specific Scandinavian consumer culture that interacts with global structures in the process of glocalization.


Dannie Kjeldgaard and Jacob Ostberg (2007) ,"Coffee Grounds and the Global Cup: Glocal Consumer Culture in Scandinavia", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 145-149.


Dannie Kjeldgaard, Denmark
Jacob Ostberg, Sweden


E - European Advances in Consumer Research Volume 8 | 2007

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