
In early October Assistant Professor of Marketing, Soonkwan Hong, presented two research papers at the Association for Consumer Research conference held in Vancouver, Canada.
The presentations were titled, “Mythologized Glocalization of Popular Culture: A Postcolonial Perspective,” and “Cruising the Unadulterated Terrain of Consumption: Rural Snowmobilers’ Interpellation through Collective Simplicity.”
More about the Presentations

Mythologized Glocalization of Popular Culture: A Postcolonial Perspective
Soonkwan Hong, Michigan Technological University, USA
Chang-Ho Kim, Nam-Seoul University, South Korea
This netnographic research reveals that the glocalization process of Korean popular culture cannot be reduced to a uni-discursive thesis that immortalizes the themes of cultural imperialism. Globalization of popular culture necessitates hybridity that uses the same traditional ingredients, but transforms into a new taste based on a new cultural recipe.

Cruising the Unadulterated Terrain of Consumption: Rural Snowmobilers’ Interpellation through Collective Simplicity
The reflexive interpellation process unveiled by rural snowmobilers helps explicate how poor rural consumers maintain ontological security. The received view of inherited and institutionalized cultural and symbolic capital is inapplicable to the context where upward sociocultural mobility is collectively achieved through agentic appropriation of highly stylized and politicized consumer movements.

If you have a business idea that you want to protect but don’t understand all the issues, next Tuesday’s Savvy Entrepreneur session is for you. The series features best practices sharing via 2-Way Interactive Web Conferencing. At this event you’ll learn key Strategic Intellectual Property Management Practices, including how to navigate through the dreaded Non-Disclosure Agreement with customers and partners. Learn why and how to protect one of your business’s most valuable assets affordably from local leading entrepreneurs and specialists. Bring your questions to this program to advance your technology entrepreneurship skill set.
Please join the School of Business and Economics and Assistant Professor Andre Laplume for a brown bag lunch presentation on Monday, October 8 at Noon in Academic Office Building 101. His presentation is titled: “New Product Development and User Experience: A Study of 700 Worst Tech Product Accounts.”