By John Corner
The phenomena of `enterprise' and `heritage' may well firstly inspiration look unrelated: this ebook units out to teach that the 2 suggestions aren't simply similar yet deeply interdependent. If `enterprise' can be utilized to outline the legit encouragement of the values of the industry society, then the expansion of the background could be obvious as a manifestation of the entrepreneurial spirit - advertising and marketing the earlier in order that it truly is obtainable to the guy or lady on the street. utilizing case experiences, observation and critique, the members to this vigorous quantity speak about the significance of `enterprise' and `heritage' in British social and cultural existence, with examples drawn from movie, tv, literature, city making plans, structure, executive advertisements, details expertise and tourism.
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Theodore Levitt explains this globalization of ethnicity. The global growth of ethnic markets, he suggests, is an example of the global standardization of segments: Everywhere there is Chinese food, pitta bread, country and western music, pizza, and jazz. The global pervasiveness of ethnic forms represents the cosmopolitanisation of speciality. Again, globalisation does not mean the end of segments. 28 Now it is the turn of African music, Thai cuisine, Aboriginal painting, and so on, to be absorbed into the world market and to become cosmopolitan specialities.
TRADITION AND TRANSLATION 33 GLOBAL-LOCAL NEXUS Globalization is about the compression of time and space horizons and the creation of a world of instantaneity and depthlessness. Global space is a space of flows, an electronic space, a decentred space, a space in which frontiers and boundaries have become permeable. Within this global arena, economies and cultures are thrown into intense and immediate contact with each other—with each ‘Other’ (an ‘Other’ that is no longer simply ‘out there’, but also within).
Enterprise culture is about responding to the new global conditions of accumulation. British capital must adapt to the new terms of global competition and learn to function in world markets. It must pursue strategic alliances and joint ventures with leading firms in Europe, North America, and Japan. In all key sectors—from pharmaceuticals to telecommunications, from automobiles to financial services—‘national champions’ are being replaced by new flexible transnationals. In the cause of global efficiency, it is necessary to repudiate the old ‘geography-driven’ and home-centred ethos, and to conform to the new logic of placelessness and equidistance of perspective.