DISSERTATION

GLOBALISATION IMPACTS
DOES THE HR’s NATIONAL CULTURE HAVE TO BE
PROTECTED FROM THE EFFECTS OF GLOBALISATION?
THE ALGERIAN CASE

A conceptual dissertation submitted in partial fulfilment of

the requirements for the degree of Master of Arts in Human
Resource Management at the Westminster Business School
of the University of Westminster by Abderrazak BELAID

Date of submission: 31/08/2010

Word Count: 13,459

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ACKNOWLEDGMENTS
This dissertation marks the result of two years of study and I want to
acknowledge those who have supported me along the way, as well as those
who have had a more direct hand in the research in the chapters that follow.
First, I must thank my commander in chief, Ali GHEDIRI, for his untiring
support throughout my studies and who has made me realise what I am able to
achieve if I set my mind to it.
I was also fortunate to have excellent colleagues at my organisation, including
Redouane NEDDAF who has influenced my work in his own way.
I would like to take this opportunity to sincerely thank my professor, Kieran
WILLIAMS for being a source of support and encouragement, guidance and
persistent help. Thank you so much Ma’am for your time, support and patience.
Special thanks are due to David SIMMONDS, who as a supervisor has opened
my eyes to an Annotated Literature Review and encouraged me to work hard.
Finally, the people deserving of the most thanks are my 3 daughters Imane,
Meriem & Sarah and my beloved wife Fatiha. My wife has been the ultimate
pillar of support, understanding, and love throughout the past 21 months. She
has been struggling alone taking care of my daughters in Algeria while I was
studying in Cambridge for one year and Westminster University for another
year.

Abderrazak BELAID
31st August 2010

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 TABLE OF CONTENTS
I. ABSTRACT................................................................................... 4
II. INTRODUCTION ............................................................................ 5
II.1 RESEARCH QUESTION...........................................................................7
II.2 RESEARCH ISSUE.................................................................................7

III. METHODOLOGY ............................................................................ 7

III.1 METHODOLOGICAL APPROACH (RESEARCH APPROACH )...................................8
III.2 DATA C OLLECTION...............................................................................8
III.3 RESEARCH DESIGN..............................................................................8
III.4 DATA ANALYSIS..................................................................................9

IV. ANNOTATED LITERATURE REVIEW................................................. 10

IV.1 GLOBALISATION .........................................ERROR! BOOKMARK NOT DEFINED .
IV.2 NATIONAL CULTURE VS ORGANISATIONAL C ULTURE ERROR! BOOKMARK NOT DEFINED .
IV.3 GLOBALISATION AND ITS EFFECTS..........................................................17
A. POSITIVE I MPACTS OF G LOBALISATION.................................................17

B. NEGATIVE I MPACTS OF GLOBALISATION............................................... 27

V. CORRELATION BETWEEN NATIONAL & ORGANISATIONAL CULTURES....39

VI. CORRELATION BETWEEN CULTURE & TECHNOLOGY ........................... 39
VII. ALGERIA: HISTORICAL BACKGROUND............................................. 39
VIII. CONCLUSION & RECOMMENDATIONS.............................................. 39
IX. REFERENCES.............................................................................. 40

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I. ABSTRACT:
The term "Globalisation" has been appropriated by the powerful to refer to a
phenomenon which describes the integration of regional and international
communities through societies, economies and culture as an ongoing process
through global networks of trade and communication. It is driven by various
combined factors which include biological, technological, political and socio-
cultural factors. Globalisation promotes circulation of languages, acculturation
and ideas in the different countries. Humans are all different and have
different characters in their different societies. Culture is learned and through
absorption from the social environment. It is never static and is always
transforming. Culture has its own qualities but can be dynamic. Culture is an
incessant process that is gradual to change and influence. It does not change
abruptly or suddenly, but a process which gives a community a sense of
continuity, identity, security, dignity and keeps the society together. The effect
of globalisation on culture has been diverse and immense. People’s cultural
behaviours have been affected in various ways. Globalisation demands
countries to pursue common economic policies regardless of their development
or economic nature. It in addition demands that countries open up of their
boundaries to trans-national corporations in an indiscriminate manner. This
has been the major gateway for globalisation affecting many nations in broad
ways especially developing countries. Classic examples include India in Asia
and the African continent. The objective of this study is to investigate the
effects of globalisation in developing countries focusing on Algeria, perception
and the measures or programs employed by these countries to protect their
national culture from the effects of globalisation. This paper looks at how
globalization has influenced governments to relook at the ways at which they
must manage to preserve their cultural identity. Culture is the identity of
countries and communities and it is being continuously threatened by
globalisation. Furthermore, this research is expected to be expanding on the
issue of globalisation from exclusively economic definitions to more of
humanistic & cultural approaches to globalisation.

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II. INTRODUCTION:
The term "Globalisation" has been appropriated by the powerful to refer to a
phenomenon which describes the integration of regional and international
communities through societies, economies and culture as an ongoing process
through global networks of trade and communication. Globalisation is a broad-
based word employed to describe the increase of the flow of information and
goods across the world since the day Vasco de Gama travelled around Africa.
George Bernard SHAW is known for saying “Progress is impossible without
change, and those who cannot change their minds cannot change anything.”
Globalisation spread will definitely carry changes to the parts of world it
attains. Does it mean that traditional norms and values will be abolished?
Definitely not, but change is an indispensable ingredient of life. Due to its
extensive effects on a variety of cultural processes including that of change,
globalisation has made the study of managing culture change much more
complex. In some cases, globalisation is the only process responsible for
change in cultures all over the world. In some situations, such powerful were
the forces of globalisation that have stimulated national cultures to redefine
themselves. In an attempt to better cope with those forces, Developing
countries have begun to rebuild their politico-economic systems to enable
them to be more competitive globally. Not to mention the fact that this
economic refurbishment has tremendous impacts on culture. The fact that US
cultural merchandises are unbeaten reflects that American cultural exports are
influential and strong. The positive aspects are that there is a widen exchange
of information & culture and all this can lead to a worldwide cultural growth.
However, there is also another aspect of global culture: a lot of people see
globalisation of culture as a new way of a cultural Americanisation. Anglo-
Saxons’ products were overriding at the core of the entertainment industry
(music, film and television). Because of the rules of the WTO which do not
allow countries to ban cultural imports, one of the globalisation effects will be
the end of cultural diversity. “We are driving towards a world in which the verb
to have is becoming by far more important that the verb to be.” (Akulenko,
2008)

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According to Scholte this point of view stresses that: “Globalisation introduces
a single world culture centred on consumerism, mass media, Americana and
the English language.” (Scholte, 2000, p 53)
In spite of being helpful for businesses and technologies, there still remains
difference of opinion about whether cultural globalisation will be advantageous
for everyone. According to Bhargava, (2003), some people consider that
globalisation will boost the opportunity for the great nations to take advantage
of the economic weaknesses of the developing countries as well as to reduce
the cultural diversity and make it a global-culture, while some others argue
that it does have the possibility to create opportunities for growth all over the
world. However, there are people who say that globalisation is anything else
but the westernisation of the world. Some are afraid to lose their values or
that their language disappears and they feel threatened by the influence
exerted by other cultures in their country (Al Twaijri, 2004, b).
Even though some people consider that this phenomenon may be dangerous
for their culture, some others perceived globalisation as an amazing
opportunity rather than a threat. It must have effected on the way people
think, on their norms and values, and accordingly on their Cultural Identity
which I am going to look at. Taking into account such a fascinating event, I
will propose to investigate the effects of globalisation on developing countries
and whether this influence is harmless or damaging to national culture. Schein
(1992) emphasises the importance to carry out a cultural analysis in order to
implement a successful and effective management which can transcend the
national and ethnic borders.

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II.1 R ESEARCH QUESTION:
The main research questions are:
1. What activities or initiatives are institutions undertaking to protect the
Algerian cultural diversity?
2. Which cultural traits have been heavily affected by the globalisation
phenomenon?
To ensure that the research question is fully-covered the sub questions below
will be used:
a. Are Algerians (or Muslims) obliged to abandon their traditions and
dump their cultural values, norms & beliefs in order to take part in
the cultural globalisation?
b. Is it possible for Arabs & Muslims to protect their cultural identity in
the rise of too much American culture influence?
c. Can globalisation be seen as positive or negative for the Developing
countries’ Culture & traditions?
d. Is there a correlation between national & organisational cultures in
globalised world?
e. Is there a correlation between preserving the cultural identity and
the use of modern sciences & new technologies?

II.2 R ESEARCH ISSUE :

In the Western World, Globalisation is often seen as having only positive effects
on the national culture of developing countries. However, after analysis these
benefits brought to countries of the third world have been frequently
reconsidered. Therefore, our intention is to focus on how Algerian cultural
identity has been affected by colonisation first and then globalisation.

III. METHODOLOGY:
The focal point of this chapter will be on elucidating the general approaches of
the research, data collection and data analysis. This study offers a detailed
overview of existing meanings of globalisation and its effects on local culture. It
is noticeable that some definitions are rather exclusive and narrow, while some
others are inclusive and broad.

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III.1 METHODOLOGICAL APPROACH
The success of any study is determined by the nature of approaches that are
adopted in the research. The research approach used in all studies is mainly
guided by the nature of the issue and set hypotheses. All the works in the field
of social science depend primarily on the secondary data, and this work is not
an exception. Globalisation is an ongoing process for which secondary data will
be the main sources used in the study. The rationale in the consideration of this
design is therefore availability of data.

III.2 DATA COLLECTION :

Data collection will play a significant role to guarantee the exactness of the
gathered information related to the subject. With the aid of the broad search
interface offered by electronic databases, researcher will look for articles in the
area of the research using the title of the thesis as being the key words.
Another central consideration is that the sources used to collect data should all
be recent and must have complete referencing details.

III.3 RESEARCH DESIGN :

Once the research objectives and questions have been determined the next
issue I will face involves deciding which source of information will answer these
questions. According to Bonita Kolb (2008), Bryman & Bell (2007), Swanson &
Holton (1997) and Anderson (2004), data can be collected from two different
ways, primary and secondary data. Information of secondary data has already
been gathered through either qualitative or quantitative studies by other
individuals, companies/organisations or governments. There are some
disadvantages using qualitative secondary data. Firstly, the data were not
initially designed and collected to answer my specific research questions, thus
answers may not exactly fit my research questions. Secondly, I may have less
control over how the data were collected. And finally there may be biases in the
data that I don't know about. However, since the data are already collected,
and regularly cleaned, using such a data is very beneficial because it includes
lowering the costs of the research, finding information which helps in the design
of the research methodology and savings of time.

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The secondary data can be reached rapidly and usually of extremely high
quality. Another major advantage of using secondary data is the breadth of
availability of data. Therefore, my methodology for this dissertation is going to
be using qualitative secondary data through Annotated Literature Review.
During the last 2 months, I have made use of different pieces of writing that are
published in articles, journals, selecting documents obtainable online and
textbooks each of which related to my subject. Academic websites like
Emerald, InderScience Publishers, Sage, CIPD, Genamics Journal Seek, Athens,
Mintel, JSTOR, Oxford Journals, Academic One File and Science Direct, which
give further information, will be used to collect secondary data.
To analyse the impact of globalisation on Algerian culture inductive approach is
chosen because it is based on today’s study and results from present analysis.
Through my approach I will try to find common definitions of both globalisation
process and that complex human condition we call ‘culture’ and the link
between them in order to enable me to design hypotheses, which I can then
look at and develop some general conclusions by interpreting them.

III.4 DATA ANALYSIS :

Analysing the collected data is very essential for arriving at any conclusion. For
the qualitative data analysis I will be using constant comparison/grounded
theory technique. “Coding in qualitative data analysis will be in constant state of
potential revision and fluidity” (Bryman & Bell, 2007, p: 586). These will give
best result and proof for my research. To achieve the final aim of my project,
focus will be on the secondary sources of information and collection of data will
be from some of the abundance online sources as well as printed documents.
These sources of information will be in diverse forms such as journals,
publications, press & reports, books and annual reports of Algerian companies.
Internet is a valuable source, it will help the researcher to have up to date
information on globalisation and its effect on developing countries. In order to
give a better perception to my research and to improve the exactness of my
judgment, my methodology of collecting data will be using secondary data
collection.

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Due to differences between national cultures and different perceptions of
globalisation the sample for this study will be difficult to find. Since my research
is essentially more qualitative, the specific hypothesis about effects of
globalisation on national culture that I have in mind can change as the research
progress.

IV. ANNOTATED LITERATURE REVIEW:

The number of published books on globalisation is immense and ever
increasing, and the number of books written on cultures over the world is even
larger. However, while culture and globalisation are two different fields of study
in their own right, this paper attempts to show the connections between them,
the effects of globalisation on culture and whether globalisation impacts on
national culture positively or negatively.
“Many national controls over information have become ineffective. People
everywhere are exposed to the values of other cultures as never before” (Held
& McGrew 2003, p17). Although people are far from each other in the globe,
they are able not only to be managing diversity but share each other’s own
culture as well. Through this analysis one considers that global culture is
something generally positive which promotes diversity and has allowed people
at all corners of the world to embrace common causes by easily surmounting
national boundaries.
Anti-globalisation analysts however, claim that global culture is little by little but
definitely exterminating diversity and devastating long-established styles of life.
Through this analysis one considers that global culture is something generally
negative. According to Giddens, (2006), globalisation is currently a controversial
subject, and is conceptualized differently by different thinkers. Cohen and
Kennedy, observe: ‘‘on occasions, some inhabitants of Lagos or Kuala Lumpur
may drink Coke, wear Levi 501 Jeans and listen to Madonna records. But that
does not mean they are about to abandon their customs, family and religious
obligation or national identities wholesale even if they afford to do so, which
must cannot.’’ (2000, p: 243)

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Although they are not all specific to Algeria, the following sources provide
relevant arguments which are extremely revealing as to the nature of the trend
of globalisation. While they have been mostly helpful in my research, the
sources below address both the positive and negative effects of globalisation on
the issue of culture. Only sources published over the last ten years was
included. However, for the more ‘invisible’ societies I have included references
that are up to 10 years old.
This annotated literature review contains summaries of 94 documents from
various streams of literature relevant to the issue of Globalisation and its effects
on both organisational & national culture. I divided it into three different parts,
firstly, annotations about an in depth analysis of the globalisation and its
understanding, secondly the importance of the national and organizational
cultures and finally both positive and negative effects of globalisation.

IV.1 GLOBALISATION:
While some scholars emphasise the economic dimension of the globalisation
(Beck, 2000; Sassen, 2001; Strange, 2001), some others (Hirst & Thompson,
1999; Johnson, 2000; Krasner, 2001; Rosenau, 2001) address the issue from
the political point of view and argue that it is a primary dimension of
globalisation. Wallerstein (1974) focus on the supremacy of the “world-
economy”. Goldblatt (1997) put emphasis on environmental degradation. Finally
some authors stress the strictly cultural effects of globalisation (Appadurai,
2001; Herman & McChesney, 1997; Nash, 2000; Smith, 1990).

Fischer, S. (2003). Globalisation and its challenges, American Economic

Association, [Online]: http://www.iie.com/fischer/pdf/fischer011903.pdf
Accessed on August 14, 2010
From evolution of concept of globalisation to its adoption in even the lesser
developing countries, Fischer has provided a detailed account of developments
that occurred over time in field of human and economy development. Fischer
has also provided an globalisation issue and its impact on trade, firms,
employees, cultures and politics worldwide. The paper is an important input
towards understanding globalisation, its impacts on emerging economies and
impact of political, cultural and technological developments on globalisation.

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Rothenberg, L. E. (2003). The three tensions of Globalisation, the American
forum for Global education, [Online]: http://globaled.org/issues/176.pdf
Accessed on 15 August, 2010
Rothenberg presents a critical analysis of globalisation and its perception in
various cultures. Three main dimensions or rather tensions of globalisation are
investigated in this study: Individual versus societal choices, free market versus
government intervention and local authority versus supra-local authority. The
paper gives an interesting perspective on globalisation and its affect on various
national cultures that will eventually affect organizational culture. The research
thus, is a valuable input in interpreting various cultural challenges associated
with globalisation.

Stiglitz, J. E. (2003). Globalisation and its discontents, New York:

WWW.Norton
The book by Stiglitz is a critical opponent of disadvantages associated with
concept of globalisation. The book provides a detailed analysis of under
developed nations and developing nations who participated in globalisation
process to gain from it but failed due to the fundamental believe of free markets
and austere policies of institutions like IMF. The book is a valuable input
towards critical analysis of globalisation concept as it gives a candid and
realistic view of negative aspects of globalisation.

Henry, C. M & Springborg, R. (2001), Globalisation and the Politics of

Development in Middle East, Cambridge: University Press
In their book, the authors present a detailed analysis of challenges affiliated
with globalisation and the politics of country. For the case study purpose,
authors have selected Middle East where democratisation is nil compared to
other cultures around the globe. The authors then further go on with study of
different cultures and their political situations and deduct a direct relationship
between political structure and implementation of globalisation.

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Wen, D. (2006), China copes with Globalisation: A mixed review, [Online]:
http://www.ifg.org/pdf/FinalChinaReport.pdf Accessed on August 15, 2010
The report by Wen is an empirical analysis of Chinese economy after entering
the era of globalisation. The report provides a thorough review of effects of
globalisation in economy of China which is relevant to this study as the cultural
differences between China and other developed nations such as U.S. and Japan
are enormous and therefore, it will be easy to relate to difficulties of cultural
context in Algeria due to globalisation.

Kremer, M & Maskin, E. (2006), Globalisation and Inequality, [Online]:

http://www.economics.harvard.edu/faculty/kremer/files/GlobalizationInequ
ality_Oct06.pdf. Accessed on august 17, 2010
The paper presented by Kremer and Maskin is a theoretical approach towards
understanding the criticism on Globalisation regarding widening the gap of
education and money between poor and rich.

Yusoff, M. S. (2003), Globalisation and Human Resource Development in the

Malaysian Public Sector, [Online]:
http://www.unpan1.un.org/intradoc/groups/public/documents/EROPA/UNP
AN014373.pdf. Accessed August 14, 2010
In his report Yusoff studies various initiatives that Malaysian government has
taken in development of its human work force such as remuneration policies
that support growth & productivity and development programs for locals to
adjust to globalisation demands. The study is a valuable effort that provides
factors and strategies that can combat negative consequences of globalisation.

Keesing, R.M., Keesing, F.M. (1971). New perspectives in Cultural

Anthropology, New York: Holt, Rineheart and Winston
From Keesing & Keesing’s point of view, globalisation can no longer be
exclusively characterised as an economic dimension, but it’s cultural, social and
political impacts must also be studied. According to him globalisation is always
mistaken when it is addressed as an exclusively economic development but
“humans on all frontiers are being forced either to shift their ideational systems

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radically and quickly or to live in a thought-world that no longer fits the way
their world is” (Keesing & Keesing, 1971, p 343).
IV.2 N ATIONAL C ULTURE VS ORGANISATIONAL CULTURE

Yeganeh, M. E. (2006), The impact of National and organizational culture on

information technology, [Online]:
http:/www.nlai.ir/Portals/2/files/faslname/69/en content.pdf. Accessed on
August 15, 2010
Yeganeh in this paper discusses the increasing importance of national and
organizational culture on Information technology and over all global operations.
According to Yeganeh, as the world moves towards a global end, use of
information technology is also increasing leading to dependency of foreign firms
on information technology. However, the national culture prevailing in host
country often causes hindrance to achievement of such transfer of knowledge.
The paper intends to provide a detailed overview of national culture as well as
organizational culture and provides a comprehensive account of various issues
like culture and globalisation.

Rutkowska, A. L. (2009), The impact of national and organizational culture on

the cooperation of firms: a supply chain perspective. Journal of Intercultural
Management, 1(02), [Online]: http://www.joim.pl/pdf/Laskowska-
Rutkowska2.pdf Accessed on 12/08/2010
In this journal article, Rutkowska emphasizes on importance of global chain of
knowledge and sharing of technology and how various factors affect the
efficient process of globalisation. Among several factors, national and
organizational factors are the most important factors that not only affect
organization’s output but its resources like employees as well. Rutkowska
focuses on culture which is strongly affected by technology as it requires
elements of partnership, cooperation, negotiations and information transfer.
The article explains in detail various perspectives of national and organizational
culture and how organizational culture needs to dominate when it comes to
globalized operations.

Yintsuo, H. (2007), Relationships between National Cultures and Hofstede

Model, and Implications for a Multinational Enterprise, Asia Pacific

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Management Conference, [Online]:
http://www.infotech.monash.edu.au/research/centres/cdsesr/papers-pdf/
t145.pdf Accessed on August 15, 2010
This article by Yintsuo draws relationship between high power distance and low
power distance countries. The study is empirical in nature and provides a
detailed analysis of effect of MNCs on national culture in that countries and how
organizational culture can help management in eliminating cultural risk. The five
dimensions of culture were used in the study including power distance,
Individualism, Masculinity, Uncertainty avoidance and Long-term orientation.
Hofstede model of cultural dimension is an important input in study of
globalisation and particularly its impact on culture.

Murphy, W. H. (1999), Hofstede’s National Culture as a Guide for Sales

Practices across Countries: The Case of a MNC’s Sales Practices in Australia
and New Zealand, Australian Journal of Management, Vol. 24 (1), [Online]:
http://www.agsm.edu.au/eajm/9906/pdf/murphy.pdf Accessed on
13/08/10
This journal article is another significant contribution towards understanding the
role of global operations of firms in host country in affecting national culture.
Murphy in his research has different implications than the above researches of
Yintsuo and Rutkowska as he implies that MNCs need to alter their strategies
according to local markets especially when considering sales training as
applying foreign practices results in more resistance and risks compared to
advantages and gains. The research paper by Murphy can be used as a counter
argument in research as organizational culture is given least importance in the
project.

K’Obonyo, P. (2007), Influence of Culture on Strategic Human Resource

Management (SHRM) Practices in Multinational Companies: A Critical
Literature Review. [Online]: http://www.strathmore.edu/research/strategic-
human-resource-mgt.pdf Accessed on August 14, 2010
The paper investigates misperception of some theorists that application of
Strategic Human Resource management is the key solution to diversity
management in MNCs. The author asserts that it is important to understand

15
perception of workers regarding their national identity to ensure that there is no
clash between national and organisational culture. The researcher has also
implemented Hofstede’s cultural dimensions’ framework to international firms in
developing countries in order to understand the strong influence of them on
local culture.

Guidroz, A. M., Kotrba, L. M and Denison, D. R. (2009), Workplace Diversity: Is

National or Organizational Culture Predominant? [Online]:
http://www.linkageinc.com/thinking/linkageleader/Documents/Denison_Co
nsulting_Workplace_Diversity_Is_National_or_Organizational_Culture_Predo
minant.pdf Accessed on 13/08/2010
This report by Guidroz, Kotrba and Denison is an important contribution towards
understanding an important aspect of Human Resource Management under
globalisation: “Work place diversity”. The report studies the impact of national
and organizational culture on perceptions of employees regarding their
treatment under foreign firms as culture shapes individuals’ perceptions. The
report is a significant addition to literature review as it covers all aspects of
globalisation including HR policies and frameworks, workforce issues and
diversity management.

Ghauri, P. N & Usunier, J. C. (2003), International Business Negotiations, 2nd

Ed, Cheltenham, UK: Edward Elgar Publishing.
This book is another contribution towards issues of international business which
is everywhere in today’s world. The authors have emphasized on two major
aspects of globalisation: culture and communication that significantly affects
business dealings and negotiations which are integral parts of International
business. The authors discuss in detail the concept of international business
negotiation and its importance, cultural dimensions that affect negotiations and
guidelines to international managers based on real life examples and case
studies from different cultures. The book is an important input in understanding
concept of globalisation and factors of negotiations that initiate the global
business.

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Silverthorne, C. P. (2003), Organizational psychology in cross-cultural
perspective, New York: University Press.
Silverthorne in this book has emphasized on the differences between various
cultures and how human psychology varies from nation to nation depending on
culture of that nation. This aspect of culture also affects the organizational
culture of MNCs and international firms who aim at implementing similar
psychological theories in each nation. The author has covered various aspects of
Human Resource Development in the book including leadership, motivation,
conflict and power, negotiation and communication that managers face in
foreign nations and with their employees. The book covers all essential
elements of globalisation and HR factors affecting its implementation.

IV.3 GLOBALISATION AND ITS EFFECTS :

So should one be for or against globalisation? In attempting to address this
issue we shall first of all examine the positive effects of this trend and we will
then move on to describe the negative aspects.

A. POSITIVE IMPACTS OF GLOBALISATION

Tomlinson, J. (1999), Globalisation and Culture, Cambridge: Polity Press.

While some pros of the cultural imperialism thesis state that cultural identity is
in danger everywhere and that globalisation is implicated in its destruction,
John Tomlinson asserts, in a contradictive way, that globalisation, far from
wiping out cultural identity, has been the most significant “force in creating and
proliferating” cultural identity. What Tomlinson is trying to argue is rather more
specific than it appears. If Cultural identity is understood as it should be, then it
is much more the creation of globalisation than its victim which I consider that
it is subjective, individual and much more likely to vary according to the
different schools of thought.

Tomlinson, J. (2003), Globalisation and Cultural Identity, [Online]:

http://polity.co.uk/global/pdf/GTReader2eTomlinson.pdf Accessed on
15.08.10
Tomlinson in this paper presented an argumentative analysis in favour of
globalisation and its positive impacts on cultural identities. The paper is

17
presented to counter the criticisms of various researchers over negative impacts
of globalisation on cultural identities whether in organizations or marketing
campaigns or even products. Tomlinson considers national identity as a strong
cultural point which is highlighted by globalisation instead of being crushed and
thus, rejects the notion of critics of globalisation. According to the paper,
Tomlinson suggests that globalisation brings with it modernity and updated
reflections upon life which positively enhances cultural identity whether it is in
form of modern organizational practices or products for consumers.

Cowen, T. (1998), In Praise of Commercial Cultures, USA: Harvard University

The author, who is clearly one of the outnumbered “cultural optimists", starts
his analysis by making a clear distinction between who are for and who are
against globalisation from the cultural point of view, "cultural pessimists" and
"cultural optimists". His philosophy is in total disagreement with those who are
"cultural pessimists". While anti-globalisation tend always to argue that the
market economy damages culture, Cowen enlightens that culture benefits
incalculably from globalisation and thus, from all mechanisms inherent to
capitalism.

Pickering, J. (2002), Globalisation: a threat to Australian culture? Journal of

Australian Political Economy, [Online]:
http://multiculturalaustralia.edu.au/doc/jape48_3.pdf Accessed on
15/08/10
Pickering positively analyzes cultural changes in Australia that have been
brought by globalisation both in consumers as well as in employees. Despite the
criticisms of anti-globalisation personnel, Pickering points out various positive
changes brought by globalisation, for instance, improved skills of employees,
modern technology, promotion of human rights and modern culture. The paper
is an additional evidence of positive contributions of globalisation towards
national culture as well as organisational culture.

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Friedman, T. (2007), The World is Flat 3.0: A Brief History of the Twenty-first
Century, 3rd Ed, New York: Picador
The World Is Flat 3rd edition is an important update on globalisation. The
author ends up, astutely, understanding that globalisation is a good thing and,
therefore, there is no way to stop this wave. Switching off these forces will
greatly cost to the economic well-being of the country. All those countries that
tried keeping the rest of the world out in order to preserve their culture,
traditions or systems stagnated. However, countries that opened themselves up
to the external world flourished.

Hirst, P & Thompson, G. (2000), Globalisation in Question, Cambridge: Polity

Press
The authors state that global culture is a positive thing and write that: “National
cultures that aim to be dominant over the individual that belong to them are
increasingly projects of resistance to and retreat from the world” (Hirst &
Thompson 2000, p 266) and accordingly, countries and people that do not
embrace the global culture are considered as traditional, suspicious and
probably unlikely to get investment from MNCs.

Hobart, M. (1993), An Anthropological Critique of Development, London:

Rutledge
The Author provides an explicit analysis of World development in light of
Globalisation. According to him, globalisation has borne beneficial effects as
traditional cultures that are found in developing countries can benefit from the
liberal values from the west. This contribution influenced the use of this study
for the review at hand.

Fukuyama, F. (1998), The End of History and the Last Man, New York: Avon
Books
In his book, The American thinker believes strongly that the only way to
economic success for nations and thus cultural prosperity, after the collapse of
the Soviet Union, is the western-capitalist way. In his view, the western-
capitalist policies should be a model for third world countries to follow.

19
Consequently, he feels strongly that an economic and cultural resurgence will
sweep across these countries.

Tomlinson, J. (1991), Cultural Imperialism; A Critical Introduction, London:

Continuum
Tomlinson maintains that the American impact on the world culture can be
considered an ideal form of modern imperialism. In particular, he indicates that
the American control of the media and the policies that it advocates for have
compelled other nations to assume its ideals. This has in return led to erosion of
traditional value systems that were fundamental in enhancement of social
cohesion. Nonetheless, it has contributed to liberalization that is fundamental
for survival.

Appadurai, A. (1996), Modernity at Large, Cultural Dimensions of

Globalisation, USA: University of Minnesota Press
Appadurai explores different conceptions of globalisations in light of cultural
changes. He cites that the free movement of information had enabled native
communities of developing countries like Algeria to assume flexibility with
respect to decision making. He explores boundaries between nations and
peoples that appear to be ever more identical and however ever more different.
Through this book the author shows us a path to move beyond long-established
oppositions between global & local, culture & influence and modernity &
tradition.

Barber, B. (1996), Jihad Vs McWorld, How globalisation and Tribalism are

Reshaping the World, New York: Ballantine
The author indicates that globalisation has had significant effects on native
populations of the developing world. In most instances however, they benefit
from the world ideologies although in certain cases, they suffer detrimental
effects of globalisation.

Bauman, Z. (2000), Globalisation; The Human Consequences, New York:

Columbia
The author provides an explicit review of the impacts of globalisation on the
different facets of the society. He underscores the fact that the free movement

20
of individuals from the developing world and vice versa has led to the
development of a world culture that is appreciated by the entire global
population. Use of a common language for instance has enabled developing
countries to benefit from western knowledge.

Friedman, T. (2000), the Lexus and the Olive Tree, Understanding

Globalisation, New York: Anchor Books
Globalisation according to the author is an all inclusive aspect that is
characterised by intricate and augmenting factors. In essence, it leads to a
various social, economic and cultural changes and populations are often forced
to adapt new ways of life. Generally, Friedman provides an explicit analysis of
this concept. This information is undoubtedly invaluable for understanding the
meaning and background of globalisation.

Bhagwati, J. (2002), Coping with Antiglobalisation: A Trilogy of Discontent,

Foreign Affairs, 81(1), p: 2-7.
As regard to the debate between the PROS and CONS surrounding globalisation,
Bhagwati affirms that there are three main discontents, firstly, with the Process
of Globalisation, secondly with Capitalism and finally with the actions of foreign
Corporations. He then develops arguments that counter the 3 discontents,
arguing that these are often following flawed logic or wrong assumptions about
globalisation.

Giddens, A. (2000), Runaway World: How Globalisation is Reshaping Our

Lives, London: Rutledge
Giddens explores the various impacts of globalisation on human life. He cites
that globalisation has changed the attitudes and perceptions of populations
towards different aspects. Currently, he asserts that the mode of
communication has improved and countries of the third world such as Algeria
can be considered part of the global whole. According to him, humanity is living
in a major period of historical evolution and globalisation is ruling societies all
over the world. Although the results are not predictable at all time, they are
generally in an optimistic way.

21
Hardt, M. & Negri, A. (2001), Empire, Cambridge: Harvard University Press,
The authors compare the characteristics of an empire from a cultural
(traditional) point of view against the modern perspective. Notably, this has
undergone various changes that can be attributed to the emergence of the
global culture. In particular, language, religion and technology have been cited
to have contributed immensely to the current state of affairs. It is for this
reason that this contribution was used in the study.

Held, D, & McGrew, A. (1999), Global Transformations: Politics, Economics

and Culture, Stanford: Stanford University Press
The authors present the impact of globalisation of the political economic and
cultural facets of the current society. Useful information for this study was
derived from the cultural segments that explore the transformations that
different populations have undergone.

Robertson, R. (1992), Globalisation, Social Theory and Global Culture, London:

Sage
The author evaluates the impacts of globalisation from a theoretical point of
view. He concludes that this was an inevitable factor that has contributed
significantly to the pace and social cohesion being experienced on a global
scale. This information was considered important for this study because of its
ability to accredit the study with regard to theoretical underpinning.

Mische, P, & Melissa, M. (2001), Towards a Global Civilisation, New York: Lang
The author ascertains that the current trends are leading towards a global
civilization. Cultural aspects have been homogenized and all populations benefit
immensely from these.

Kurtz, L. (1995), Gods in the Global Village, Thousand Oaks:  Pine Forge
Press/Sage
Kurtz ascertains that due to the fact that the current religious beliefs are similar
globalisation has contributed significantly on the development of a common
value system. This according to him explains why differences and conflicts are
very minimal irrespective of the fact that interactions and movement of
populations are on the rise.

22
Sacks, J. (2002), The Dignity of Difference: How to avoid the clash of
Civilization, New York: Continuum
The author begins by acknowledging the inherent diversity that characterizes
world populations. Then, he appreciates the realization that globalisation has
led to the free flow of information, products, technology and movement of
populations.

Stackhouse, M. (2002), Theology for the 21st Century Series, Harrisburg:

Trinity Press International,
The author affirms that a common religion has impacted significantly on the
value system of the native populations. In return, this has greatly impacted on
the cultural beliefs and practices of the conventional populations. Religious
teachings have changed societal perceptions of the deity and likewise, modes of
worship have also changed significantly.

Hans, K. (1998), A Global Ethic for Global Politics, Cultures and Economics,
New York: Oxford University Press
Hans indicates that currently, the values and virtues that are assumed by
different populations are increasingly similar. In addition, common codes of
conduct are employed in politics and economics. In the Algerian context, this
has in some cases led to conflicts as global values that are preferred by a
majority of the population conflict with the traditional ideals. Nevertheless, the
ultimate impact according to the author is beneficial to the natives.

Turner, B. (1994), Orientalism, Postmodernism and Globalism, London:

Rutledge
In his last chapter, the author provides factual information regarding the impact
of globalisation on native societies in developing countries such as Algeria.
According to him, the inherent changes have been contributed to by
introduction of a western education system that had massive impacts on the
attitudes and cultural practices of the local populations.

23
Murden, S. (2002), Islam, the Middle East and the New Global Hegemony,
Boulder CO: Lynne Reiner
The Author explores the Impact of Islam on countries of the Middle East. He
affirms that cultural ideals have been mainstreamed in religious teachings in
this region. This has borne sustainable effects and more that ever; countries of
this region value their religious and cultural practices. It is a model
exemplification of how globalisation issues can be effectively mainstreamed in
local culture.

Berger, P, & Huntington, S. (2002), Many Globalisations: Cultural diversity in

the Contemporary World, New York: Oxford University Press
The conclusion in this book suggests that globalisation is not a predominantly
Western trend. In this volume Berger & Huntington show that “not only aspects
of Western popular culture have gained indigenous momentum when brought to
local regions, but also indigenous cultures have taken off as global forces.”
The authors argue that globalisation has led to the assumption of multiple
cultures by native populations. In this regard, it is indicated that besides the
local cultures, populations understand and appreciate the international cultures
that were introduced by globalisation. In this consideration therefore, it can be
ascertained that modern cultures are mainly diversified.

Held, D. & McGrew, A. (2000), The Global Transformations Reader, Cambridge:

Polity
The authors explore the various dimensions of globalisation and the inherent
changes that societies have undergone as a result of assuming the
characteristic practices. With respect to cultural changes, Held and Anthony
content that native societies have assumed international languages in
communications; they have changed their modes of worship and have
increasingly changed their value system too. This has borne positive result as
unlike in the past, current populations freely interact with each other and
benefit immensely from free access to invaluable information.

24
Lechner, F, & Boli, J. (2000), The Globalisation Reader, Oxford: Blackwell
The authors indicate that Globalisation is a phenomenon that has yielded
significant beneficial effects. In particular, they cite various developments in the
third world to be attributed to the globalisation phenomenon. With respect to
the cultural development, Lechner and Boli argue that education and relative
western beliefs and practices have enabled populations form third world
countries to improve their standards of living.

O’Meara, P, Howard, M, & Krain, M. (2000), Globalisation and the Challenge of

a New Century: A Reader, Bloomington, IN: Indiana University Press
The authors agree that besides having significant beneficial effects,
globalisation presents a host of challenges especially to native populations.
Drawing the case study of Algeria, they indicate that intrinsic aspects need to
be effectively mainstreamed in the process of transformation in order to yield
beneficial effects.

Thompson, J. (2003), ‘The globalisation of communication’, in D. Held and A.

McGrew (Ed), The Global Transformations Reader: An Introduction to the
Globalisation Debate, Cambridge: Polity Press
In this review, the author asserts that communication systems have contributed
significantly to globalisation. In general, he commends advance sin
communication for enhancing information flow. He cites that this has been
made possible through the employment of a common language by global
populations.

McLuhan, M. (2001), Understanding Media, London: Rutledge

According to McLuhan, the media plays an integral role in enhancing
globalisation. Through communication, it presents to the populations a wide
range of global cultures and makes them popular. This study informed the
subject under review about the positive role of technology in the transfer of
culture from one region to another.

25
Harvey, D. (1990), The Condition of Post Modernity, Blackwell: Oxford
University Press
The author provides a comprehensive review of the unique characteristics of
post modernity and how globalisation has contributed to the state of affairs. He
ascertains that currently, local cultures can be considered global because they
are known and appreciated on a global scale. Further, he indicates that post
modernity presents more cultural challenges because of incidences of increased
intermarriages than preceding eras.

Webster, F. (2006), Theories of Information Society, 3rd Ed. London: Rutledge

According to Webster, the current society is greatly influenced by information
and technology. To a great extent, current societies can be considered to be
modernized as traditional ideal are considered primitive. This trend ha
threatened diversity that is imperative for sustainable growth.

Castells, M. (2000), The Rise of Networks Society, 2nd Ed. Blackwell: Oxford
University
Castells maintains that current societies share intricate relations. Developing
countries such as Algeria have increasingly adopted international values and
standards in order to coexist in a harmonic manner. According to the author,
the inherent force is compelling.

Van Dijk, Jan. (2006), The Network Society: Social aspects of New Media, 2nd
Ed. London: Thousand Oaks
In this review, the author traces the history of technological advancements in a
bit to underscore their contributions to the process of globalisation. The recent
development of social networking has had massive effects on the global culture
as the rate of interaction has been threatened. Currently, the author expresses
the concern for third world economies to uphold technological education.

Burnett, R. (1996), The Global Jukebox: The International Music Industry,

New York: Rutledge
In his review, Burnett indicates that music is a cultural aspect that had been
impacted upon by globalisation. According to him, this industry has undergone
various transformations and just like other cultural aspects, certain forms of

26
music have been undermined at the expense of those form western countries.
However, the fact that they have been appreciated makes it an ideal way of
embracing modernity and assuming relative values that are critical for survival.

B. NEGATIVE IMPACTS OF GLOBALISATION

Al-Gomail, S. (1998), The Meaning Of Globalisation, Beirut: Centre for Studies

As seen by some socialist, radical, and traditional Arab intellectuals, Gomail
states that globalisation, is nothing but cultural imperialism that always seeking
to impose capitalist ideology in order to deprive Arabs’ culture of their identity.
Moreover, globalisation has no respect for developing countries’ culture to
preserve their native norms, values, beliefs and traditions.

Pepperell, R. (2005), Transition and Development: Patterns, Challenges and

Implications of Change in Algeria, UK: Intellect
Pepperell reviews the inherent developments that characterize the process of
globalisation and the implication that they have had on Algerian’s culture. In
chapter one, he ascertains that globalisation has had significant impacts on the
Algerian football and sport. Increasingly, the teams are expected to adhere to
certain standards in order to attain global recognition. Thus their traditional
values suffer detrimental effects as a result of erosion. The only limitation for
this study pertains to its limited scope.

Nayar, B. (2006), India’s Globalisation: Evaluating economic consequences,

[Online]: http://eastwestcenter.org/fileadmin/stored/pdfs/PS022.pdf
Accessed on August 13, 2010
The study is an in-depth analysis of a developing economy and contributes
greatly to the research as it not only covers the economic aspects of
globalisation but its positive as well as negative effects on culture, poverty and
education level and labour laws which constitute a major portion of the
research.

27
Kellner, D. (1989), Critical Theory, Marxism and Modernity, Cambridge: Polity
Press.
Kellner argues that the world is organised by increasing globalisation, which is
strengthening the supremacy of a capitalist economic organisation, replacing
the primacy of the nation-state by international firms and organisations, and
eroding national culture and tradition through a global culture.

Mander, J. (1991), In the Absence of the Sacred: The Failure of Technology

and the Survival of the Indian Nations, San Francisco: Sierra Club Books
I strongly recommend Jerry Mander's “In the Absence of the Sacred: The
Failure of Technology and the Survival of the Indian Nations.” It is an
extremely inspirational and challenging critical study of the impact of
globalisation upon natives’ culture and upon the way they have chosen to live.
This paper is a profound look into the struggle of long-established cultures to
survive the onslaught of globalisation.

Chossudovsky, M. (1997), THE Globalisation of Poverty: Impacts of IMF and

World Bank Reforms. London: Zed Books
The author criticizes the imposed reforms on 'Third World' by the leading new
financial order. He also argues that globalisation fuels up on poverty and
environmental deterioration, promotes racism & ethnic friction, and undermines
the local culture.

Ngwainmbi, E. (2000), Africa in the Global Infosupermarket: Perspectives and

Prospects. Journal of Black Studies, 30 (4), p 534-52
The author cites that technological advancements have adverse effects on the
cultural and value systems of developing countries such as Africa. According to
him, it has culminated in inequality as very few individuals can afford the
technology and employ it for beneficial purposes. He recommends that
respective governments are still faced with the challenge of educating the
masses about the importance of technology and empowering them to have
unlimited access to it. The study was considered important for the subject
under review because of its useful insights regarding the impacts of technology
on African culture.

28
Lee, E & Vivarelli, M. (2006), The Social Impact of Globalisation in Developing
Countries, FTP Institute for the Study of Labor, [Online]:
http://www.ftp.iza.org/dp1925.pdf Accessed on August 14, 2010
Research by Lee and Vivarelli is another negative perspective in popularity of
globalisation as the researchers condemn surety of successful globalisation in
every case. Lee and Vivarelli have analyzed globalisation in context of FDI and
trade increases where according to their research, Foreign Direct Investment
and open trade alone cannot bring positive effects on culture. Another
perspective of concentrated employment is used in the paper which emerges as
result of different demographics, education level and cultures of countries and
therefore, can result in increased poverty. Similarly, increased imports can
affect the local industries affecting employment as well poverty level. The paper
provides limited yet strong evidence on effects of globalisation.

Barber, B.S. (1995), Jihad vs. McWorld, London: Random House

The author describes globalisation as a process which produces a backlash. As a
reaction to the supposed loss of their traditional values, lots of people from the
third world retreat into religious fundamentalism. Barber was the first who puts
Jihad and McWorld together.

Herman, E. & R. McChesney (1997), The Global Media: The New Missionaries
of Corporate Capitalism. New York: Continuum
The authors put into focus the main agent of the spreading out of
predominantly U.S values over the globe: “The Media”. For Herman &
McChesney, globalisation of media is predominantly related to capitalism and
any expansion of a global culture destabilises the country’s ability to protect its
‘Own’ culture, which is undermined by the wide-reaching wave of consumer
culture.

Rudra, N. (2002), Globalisation and the Decline of Welfare State in Less-

Developed Countries, International Organization, Vol.56, p 411-445.
Rudra explores the social and cultural issues in developing countries and
underscores their relationship to globalisation. She maintains that Algeria for
instance suffers the negative impacts of unemployment, low political power and

29
lack of vital skills. She challenges political leaders to be more responsible about
improving social welfare programs. By highlighting the relationship between
social and cultural concerns and globalisation in Algeria, the study contributed
immensely to the subject under review.

Mander, J & Goldsmith, E. (1996), The Case Against the Global Economy and
for a Turn Toward the Local, San Francisco: Sierra Club Books
The authors have provided useful information regarding the negative impacts of
globalisation on the cultural aspect of the society. By use of essays, they
recommend that developing countries need to use local technologies in order to
enhance sustainability. Various deductions that are related to this study
contribute significantly to the review at hand.

Bhargava, R. (2003), India in the face of globalisation, [Online]:

http://www.opendemocracy.net/democracy-world/article_1006.jsp.
Accessed on 05/08/2010
In his article, “India in the face of globalisation,” Rajeev Bhargava agrees to the
only negative facets of globalisation and states that “globalisation has to be
combated, tamed or at least given a more human face.” The focus was on
globalisation in terms of how it affects both culture and trade in everyday’s
world life.

Schirato, T & Webb, D. (2003), Understanding Globalisation, London: Sage

The author dedicates an entire chapter to the exploration of the impacts of
globalisation on culture within the developing world. From his point of view,
third world economies that have blindly adopted international policies as
opposed to domesticating them are likely to suffer devastating impacts as
opposed to their counterparts.

Speth, J. (2003), World’s Apart: Globalisation and the Environment, USA:

Island Press
Speth asserts that globalisation has made the native societies to explore
economic benefits of natural resources. This has culminated in environmental
deterioration as a result of erosion of cultural values that were fundamental in

30
environmental conservation. It is for this consideration that he study was
considered imperative for the subject under review.

Marling, W. (2006), How America is Globalisation, Baltimore: J.H University

Press
The author ascertains the Americanization has had negative impacts on the
local languages, education systems and eating habits of the natives’ societies.
This has in return culminated in a change in local cultures as American values
are adopted to address the needs of the native societies. The in depth
exploration of these concerns influenced the adoption of this review for the
current study.

Schumpeter J. (1975), Capitalism, Socialism and Democracy New York: Harper

The author is the 1st one who famously labelled capitalism as a process of
"creative destruction". Although this worldwide expansion may help to boost
economic, political and technological development, lots of people around the
globe are worried about the impact that the capitalist phenomenon on the most
precious characteristics of their cultural identity. Even though, globalisation can
be considered as an extremely educational process by giving opportunities to
gain new ideas and experiences, no destruction can be considered as "creative."

Cowen, T. (2002), Creative Destruction, How Globalisation is Changing the

World’s Cultures, New Jersey: Princeton University Press
Reporting the work of Joseph Schumpeter (capitalism is a process of "Creative
Destruction."), the author uses a wide array of examples to underscore the
different impacts of globalisation on world cultures. Essentially, he indicates
that this has culminated in the development of a global culture and diversity
has been compromised. He cites developing countries such as Algeria to have
suffered the most because their cultural attributes are seldom incorporated in
the world culture. It is for this reason that this study was considered imperative
for this study.

Hjavard, S. (2010), The globalisation of language, How Media Contribute to

the Spread Of English and the Emergence of Medialects, [Online]:

31
http://nordicom.gu.se/common/publ_pdf/157_075-098.pdf, Accessed on
19/07/2010
Hjavard asserts that the English language (French for Algeria) has increasingly
assumed an elevated position is global operations. In this article he affirms that
the media has played an integral role in perpetuating this state of affirms.
Notably, Algeria has not been exempted from this and a global language is
employed in communication. At the same time, lots of languages and dialects
are actually in danger of disappearance. Some hundreds of languages are
considered to be spoken by very few, elderly people if not virtually extinct. This
has had negative impacts on the languages of the natives that have been
threatened by erosion.

Skutnabb-Kangas, T & Phillipson, R. (2001), Language ecology: Dominance,

Minoritization, Linguicide and Linguistic Rights. Copenhagen: Marianne
The authors speak of “linguistic genocide” and point accusing fingers at cultural
globalisation. “Among the principal perpetrators of this linguistic (and cultural)
genocide are formal education and mass media, and behind them are economic
and political actors on a macro-level”. Instead of speaking of “death”, which
signifies a natural and unavoidable process, the 2 authors use the term “mass
murder” to point out the premeditated nature of the phenomenon.

Muyale-Manenji, F. (2007), The Effects of Globalisation on the Culture of

Africa in the Eyes of an African Woman, [Online]:
http://wcc-coe.org/wcc/what/jpc/effglob.html Accessed on 19/07/2010
The article ascertains that in the modern time, culture has become increasingly
dynamic as a result of globalisation. The Algerian experience has not been
exceptional as cultural aspects such as music, language and mode of dressing
among others are exposed to various changes on a daily basis. It is for this
reason that the study was considered imperative for the subject under review.

Lipton, M. (1977), Why Poor People Stay Poor, Urban Bias in World
Development, London: Temple Smith
The author indicates that the current state of developing economies can be
contributed to a blind assumption of western modes of production. The erosion

32
of critical values according to him has contributed to the current crisis. The
impacts of globalisation have been implicated for this state of affairs.

Pereira, W & Seabrook, J. (1994), Global Parasites, Five Hundred Years of

Western Culture, Bombay: Earthcare Books
To begin with, the authors indicate that the current state of developing
countries with regard to culture is worrying. This can be attributed to the
globalisation trends that have compelled traditional communities to assume
modern cultural values. This has led to assumption of western practices at the
expense of the welfare of the locals. Western countries are labelled parasites by
the authors because of the inherent lack of sustainability and injustice of the
relationships they share with developing economies.

Huntington, P. (1993), The Clash of Civilization, Foreign Affairs, 72(3), p 22

In a journal article titled "The Clash of Civilizations," which was later developed
into a full book, the Harvard University Professor has produced one of the
influencing later work on the concept that cultural identity will be the principal
aspect that divides the world. He states: "...The fundamental source of conflict
in this new world will not be primarily ideological or primarily economic. The
great divisions among humankind and the dominating source of conflict will be
cultural. Nation states will remain the most powerful actors in world affairs, but
the principal conflicts of global politics will occur between nations and groups of
different civilizations. The clash of civilizations will dominate global politics."
(1993, p 22)

Huntington, P. (1996), The Clash of Civilizations and the Remaking of World

Order, New York: Touchstone
Huntington states that globalisation has had far reaching impacts on global
populations. This is because most of its values and virtues conflict with the
traditional value system. Specifically, cultural aspects of traditional populations
in countries such as Algeria have suffered the most as they have been eroded.
This information was considered important for the study at hand.

33
Schaeffer, K. (2002), Understanding Globalisation, The Social Consequences
of Political, Economic and Environmental Change, Lanham: Rowman and
Littlefield
The author provides important information regarding the social consequences of
globalisation. With regard to the cultural transformations, the author cites that
the development of a global culture has enabled all countries to assume similar
values and virtues that are fundamental for harmonic living. Native populations
of Algeria according to the author can be able to interact effectively with the
rest of the global populations. With an economy that is depended on the
production of other countries, this is undoubtedly essential for effective
functioning.

Waters, M. (1995), Globalisation, London: Rutledge

According to waters, one main impact that globalisation has had on the
population of the developing countries such as Algeria is the migration of
individuals to other parts of the globe in search for better standards of living.
This is because of the adoption of new cultural ideals which have had both
positive and negative impacts.

Dayan, D. (2001), The Peculiar Public of Television. Media, Culture and

Society, 23 (6), pp 743-765.
The author argues that the development of a common global culture was
greatly contributed to by technology such as television. This enlaces free flow of
information to different segments of the society. Since it has portrayed the
western culture to be ideal, traditional culture in the South is threatened by
complete erosion.

34
 V. GLOBALISATION AND THE CORRELATION BETWEEN NATIONAL
AND ORGANISATIONAL CULTURES
As our world becomes increasingly globalised, the issue of national culture
versus organisational culture has obtained new meaning but it does make no
sense to state that one culture dominates the other. The first important remark
one can make after the above impacts of globalisation is that this phenomenon
erases the borders between states, and consequently it will erase the
boundaries between national cultures of different employees in global
companies. As a result, organisational culture will be potentially predominant
and become more important than national culture. Nevertheless, in procedures
of big business globalization, national cultures are more emphasized and more
noticeable. In our current globalised world hence, the argument of whether
national culture is more central than organisational culture or vice versa is an
issue to be addressed.
Since most organisations do business within given nation and often employ
members from the same national culture, it is, therefore, assumed that
organisational culture is a subdivision of national culture. Organizational culture
refers to the shared beliefs & values of individuals which enable them to
understand the functioning of their organization and thus provide them with the
norms for behaviour in the organisations. Not to mention the fact that the roots
of these values are so deeply embedded in national cultures. Consequently, it is
completely wrong to diminish the importance of national cultures in globalising
organisational structures. Both organisational & national cultures produce major
influence on people in globalised environments. Furthermore, in the era of
globalisation national culture shapes ultimately the values which are exercised
in organisational environments. (Smirchich, 2003)
As a result, globalisation does not only strength the meaning of national culture
vs. organisational culture, but it also strengths the national cultural values and
makes them more evident in multicultural business environment. In globalised
world organisations which try to keep seeking for their employees to fit their
corporate cultures and attempt to overweigh the role of national cultures risk
loss of employees’ cultural diversity values and this possibly will produce more

35
negative results than positive ones. Additionally, such attitudes may also
negatively impact the overall performance of the company.
To conclude, globalization is the process which does not decrease the
importance of national culture in organizational environment, but on the
contrary, emphasises its implication in producing positive outcomes of business.

VI. THE CORRELATION BETWEEN CULTURE & TECHNOLOGY

One major conclusion that can be drawn from this literature is that with
reference to the vast majority of scholars that I have made use of their works
and who addressed the strictly cultural effects of globalisation, one considers
that within the Western World, globalisation is often seen as having more
positive manifestations on the national culture of countries of the South than
negative effects.
In an attempt to propose some solutions to third world’s problems such as the
absence of democracy, the technological lateness or the lack of justice, some
philosophers such as Habermas (2001), Held (1995) and Rawls (1993) have
been addressing the normative implications of globalisation.
It would be an enormous mistake to see globalisation as a feature of
colonialism. Amartya Sen in his 2002 article "How to judge globalisation" has
stated that seeing “globalization as merely Western imperialism of ideas and
beliefs would be a serious and costly error”. Furthermore, Thomas Friedman
(2000) in his book “The Lexus and the Olive Tree” tends to eulogize Western
culture while being very critical of third world’s traditional culture.
With the quick expansion of globalisation, the supremacy of a prevalent western
culture and the subsequent results are inevitable. At the same time it is fair to
assume that this dominance will give rise to cultural upheavals and disorders in
beliefs, norms and value systems particularly in the third world’s countries.
Scholars in those countries have to come up with reasonable solutions to not
only protect & preserve their identity, but also to integrate the never-ending
globalisation process. The most successful method of refusing to give in to the
aggressive cultures while preserving the cultural identity is to judiciously utilise
the modern sciences & new technologies and have a clear plan of action to
coexist with other societies and cultures.

36
In promoting cultural globalisation we have to be completely conscious of the
large technological breach between Western and third world’s cultures. Algeria
is urgently obliged to lessen this gap by reinforcing technology & science in its
society. Having possession of nothing but their traditions, Arabs and countries
of the south have not been able to deal with the technological progress of the
developed countries. Moreover, the blind following of traditions and outdated
rules without including creativity & modernity prevented progress and
development. Any society that desires to progress technologically and flourish
economically should constantly replace tradition by innovation & Technology.
Finally, developing countries should recognise that the attainment of western
technology is a must and in order for their culture to be powerful and less
threatened by the negative effects of globalisation innovative technology & up
to date science should become a way of life in their societies.

VII. GLOBALISATION OF VALUES AND ETHICS:

Another hotly debated topic is taking place on the globalisation and its impacts
on the everyday life of peoples and countries, globalisation of values and ethics.
New elements are challenging the unanimously-recognised ethics and religions.
In 1995, a friend of mine who led the Algerian delegation to the Beijing fourth
world Conference on Women told me what I consider as being an attempt to
“Values & Ethics Globalisation “. They were facing huge difficulties from some
NGOs who wanted to integrate in the final declaration the right of a “Third
Gender” within human rights. Those Non-Governmental Organisations claim
that what they called “The Third Gender” is neither a male nor a female. The
vast majority of delegations were opposed to this anomalous trend. Amongst
the opponents, obviously, there were the entire Muslim delegations. The
defenders of this New Deal gave reason to their point of view by arguing that
even “ethics & religions” have to go global by dividing human beings into three
genders with which they called “The Third Gender” in between to the two-
universally-accepted male and female. The defenders of this New Deal’s right to
enjoy a new separate identity different from the 2 others failed to get a decision
from the Beijing world Conference.

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VIII. ALGERIA: HISTORICAL BACKGROUND
Algerian national identity is essentially based on a combination of two basic
cultures Islam and Arab. Islam, which is the religion of nearly all the Algerian
population (99.5%), provides the society with its fundamental identity. The
strong influence of this religion in all Algerian aspects of life has created an
identity that has extended further than national frontiers to include all other
Arab countries.
Having been one of the Arabic / African countries subject to colonisation and
through it, to European rule, Algeria suffered the most important colonial
impact during a never-ending-132-year. Through a strategy of cultural
imperialism, the encroachers attempted to put down by force the cultural
identity of Algeria and to reshape the entire society along French lines.
The occupation of Algeria by France had the heaviest colonial impact in the
world. Besides suffering the disrespect and the affront of being ruled by a non-
Muslim & foreign authority and losing their lands to colonists, Algerian native
were forced to abandon their Arabic & Islamic cultural values and replace them
by a Western European culture. Consequently, education in literary Arabic was
in a drastic decline and dialectical Arabic remained the everyday discourse
language among the population. However, this dialectical Arabic “was cut off
from contemporary intellectual and technological developments and
consequently failed to develop the flexibility and vocabulary needed for modern
bureaucratic, financial, and intellectual affairs.” U.S. Library of Congress (1994)
At the very beginning of the colonisation the policy of the new colonial
government was clearly created to "CIVILISE" people by imposing French
values and culture on them. Nevertheless, French report noted that in 1830 the
rate of literacy in Algeria was 40 %, a significant rate even by modern
standards. Chapin (1994)
In reaction to this imposed cultural and linguistic imperialism, Algerian leaders
whether during the eight-year-Independence War (1954-62) or all successive
after-independence-government committed themselves to refreshing native
Arabic and Islamic cultural values by establishing Arabic as the national
language and Islam the religion on the nation.

38
From the cultural point of view the major focus was centred on language and it
was the seeking to obtain a "national" language that became the main
characteristic of Arabisation.
Once the country earned its independence, Algerian leaders realised that
capitalist culture might not go with Islamic values of the country or the Arabs
ways of life. Hence, it is not the best alternative to follow because it does not
correspond with Algerian long-established practices. Following the advent of the
late President Boumediene in the late 1960s, the government decided to make
Arabisation as a national objective. The first step was to promote Arabic
language in both administrations and schools. Starting with the primary
schools, Arabic was gradually introduced in the educational system to end up
used as the main language in social science and some humanity’s subjects. In
the 1980s Arabisation was generalised and begin to be established as the core
language in some subjects at the secondary level as well as in some university’s
grades.

39
IX. CONCLUSION & RECOMMENDATIONS:
What is currently happening all over the world will certainly not make
everybody equally happy at all time. The local is always in conflict with the
global. In discussing the different approaches of globalisation and their
respective impacts upon developing countries, I completely agree that it had
introduced to Algeria new economic opportunities and new technology. As
agreed by the hyperglobalisers, Kenichi Ohmae (1995) states that globalisation
is leading to a ‘borderless world’- a world in which market forces are more
commanding than national government. For that, most of Arab-Islamic thinkers
fear Western-capitalism hegemony because of cultural globalisation. Not all of
them are against cultural globalisation, but reject the concept that one single
culture dominates their countries’ cultures. They are; therefore, ready to accept
globalisation in which all cultures take part “on the basis that every culture has
the right to retain its identity, preserve its traditions and beliefs, and develop its
indigenous values and ethical norms.” (El Shibiny, 2005, p 52)
Being concerned with several dimensions such as religious beliefs, ethical
values, traditions, customs, and moral attitudes culture is much more complex
than it appears. All anthropologists accentuate on the fact that sooner or later
any given culture outlines a characteristic identity of its own individuals. That is
the reason why all nations are proud of their own culture, and at the same time
struggle to protect their identity.
In his book “The Threat of Globalisation to Arab Islamic Culture”, El Shibiny
reckons that “The most dynamic element in a culture is its willingness to
develop, enrich, and modernize its literature, arts, sciences, and ways of life”
(2005, p 52). Cultures of developing countries such as Algeria need to be ready
to gain knowledge of other developed countries’ culture which has a long history
of creativity and innovation in all fields of technology, social sciences, literature,
and mass media. But as Cowen (2002) makes obvious, the results are, from the
cultural point of view, likely to be enriching if the selected options and available
opportunities are free from the heavy hand of national government control &
manipulation.

40
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