Cultural Brand as a Manifestation of Contemporaneity in the Management Theory

Abstract

From the point of view of the purpose of this paper its introduction should draw attention to the most commonly recognized aspect of contemporaneity (also referred to as postmodernism or late modernity) in economics, namely the process of globalisation [Kostera 1996, pp. 22-25] for it is necessary to dispose of the still persisting common belief that the current process of globalisation concerns, first and foremost, the expansion of business activity from a geographic perspective. It is not entirely true. Globalisation understood as a phenomenon of territorial expansion occurred together with geographic discoveries and conquering of the so called overseas territories by European powers. It was then when spreading trade relations and flow of people all around the globe became popular. It is also a fact that globalisation from the perspective of geographic expansion of business activity in the 20th century displayed twofold acceleration. The first acceleration was observed after the end of World War Two when the markets of former European colonies were opened up, whereas the second one -- at the end of the 20th century along with the collapse of the Eastern Bloc. Therefore globalisation as a socio-economic phenomenon is not characteristic only for recent times.However, nowadays another character of globalisation is being mindfully suggested as well. Liberalization and integration of markets of goods, services and capital are described in this context. Liberalization and integration cause, in turn, the formation of a new institutional order which favours flow of products, services and money [Rymarczyk 2004, p. 19]. In fact, territorial expansion of business activity itself is something that has been to a large extent completed. However, its quality has become its major problem. This new economic view of the process of globalisation is also closely accompanied by globalisation from the social perspective.