Abstract
Globalization has long been seen as an agent that fulfills Western capitalist dreams, namely the creation of one unified global market in which cultural differences cease to exist (Levitt 1983). But in the 1990s, awareness has grown that this dream has not come true. Of course, the world has in many ways become a “global village” (McLuhan 1962), but at the same time cultural particularities have become ever more important. Instead of diminishing cultural diversity, globalization has actually nurtured it. To capture this somewhat paradoxical process the term ‘glocalization’ was created (Robertson 1995).
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Moosmüller, A. (2016). Cultural Diversity in Multinational Corporations. In: Re-thinking Diversity. Management – Culture – Interpretation. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-11502-9_7
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DOI: https://doi.org/10.1007/978-3-658-11502-9_7
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