Punnett and Shenkar (2007) sought to dispel the perception that globalization will
lead to cultural homogenization. They argued, "Globalization does not imply that people around the world are, or are becoming, more alike" (p. 480). Instead, the authors imply,
globalization may increase cross-cultural exchange and tolerance, as well as stereotypes
and polarized perceptions of groups (p. 480). Some researchers, such as Robertson (as
cited in Eitzen & Zinn, 2006, p. 144), found that globalization leads to emerging cultural
expressions. Roberson contended that "global cultural flows often reinvigorate local
cultural niches. Hence, rather than being totally obliterated by the Western consumerist
forces of sameness, local difference and particularity still play an important role in
creating unique cultural constellations" (p. 144)