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Journal Articles Recherche et applications en marketing Year : 2019

The impact of globalisation on gift systems An exploratory study of Senegalese migration

Abstract

This article highlights the impact of globalisation on gift systems. It is based on a multisited ethnography of traditional Soninke migration in France. Using Mauss’ seminal work as a starting point, the gift register can be used to highlight (1) the embedding of gift in a total prestation system, (2) changes in the traditional forms of gift and the emergence of a new, hybrid form of gift as a result of Westernisation and (3) the resurgence of identity-related tensions at the individual and collective level as a consequence of the changes in gift forms. © l’Association Française du Marketing, 2019.
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Dates and versions

hal-02180727 , version 1 (11-07-2019)

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Eric Rémy, Louis César Ndione. The impact of globalisation on gift systems An exploratory study of Senegalese migration. Recherche et applications en marketing, 2019, ⟨10.1177/2051570719849553⟩. ⟨hal-02180727⟩
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