Globalization and cultural change in international business research

The four articles in this special issue invite the reader to reflect on the impact of global business on values, ideas, and ethics around the world. In this comment, I advance four arguments that question assumptions regarding the impact of global business on culture. First, national cultures are not homogeneous and the impact of globalization on heterogeneous cultures is not easily predicted. Second, culture is not the same as cultural practice. The spread of practice does not equate with the spread of culture. Third, globalization does not represent a rupture with the past but is a continuation of prior trends. Fourth, globalization is only one of many processes involved in cultural change. By questioning these assumptions, we can build on the work of the authors of this special issue in order to develop a more accurate understanding of cultural change around the world.