Abstract
This chapter is about the macro perspective of culture. In this chapter we look at sport business from the perspective of globalisation and internationalisation, the ‘big picture’, the mega-tribes, or (in the words of Samuel Huntington) at the level of civilisations. Culture, as accepted shared behaviour, mostly intended to solve common human problems, involves answering questions such as ‘Who are we?’, ‘What should we be doing?’, and ‘Are we doing it?’ It is widely accepted that universal human problems exist but that solutions to these problems can be local: hence cultural diversity in sport.
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© 2004 Aaron Smith and Hans Westerbeek
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Smith, A., Westerbeek, H. (2004). Cultural Sport Business: The Games Must Go On. In: The Sport Business Future. Palgrave Macmillan, London. https://doi.org/10.1057/9780230513693_9
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