Patriotic marketing : an Australian case example

Whilst the world has become more globalised, there are also increasing anti-globalisation movements which provide marketing opportunities for companies to appeal to the patriotic consumers to buy products made locally. This case example looks at how Dick Smith, an Australian iconic adventurer and entrepreneur, has picked this patriotic social trend and successfully launched his Dick Smith Foods company appealing to the patriotic Australian consumers to not just buy Australian made products but also made by Australian owned companies. It demonstrates that patriotic marketing does work, at least in this case.