글로벌 기업에 있어 국가 문화의 중요성에 대한 연구

Abstract

There are many scholars who reviewed globalization and its impact on national cultures. Globalization has enabled more people to connect and communicate with people from other country and culture. It cannot be said that globalization is a negative phenomenon to todays world, but it must be acknowledged that globalization possess side-effects and shortcomings. One of them is that globalization homogenized cultures around the world and many cultures are lifted out from their originating culture and lost their unique value. These lost cultures are being replaced by Western cultures. Scholars criticized capitalism and performances of global companies as main actors which create such side-effects and shortcomings of globalization. This paper set two hypotheses based on the literature review in order to find the relationship between national and organizational culture and its result in brand value. Hypothesis 1 is that companies originating in economically weak countries have relatively weak relationship with its indigenous culture but strong with Western culture and Hypothesis 2 is companies with closer relationship to its national culture have higher brand value in the global market than others. The purpose of this paper is to prove importance of national culture for global business through the analyses.