The Internet and global cultural transformation

Abstract

In this article, we discuss the role of the internet in cultural changes and transformation. The traditional view is that inherent cultures affect business operations so corporations must be cognizant of the prevalent cultures in their operating environments. Frequently, failures of multinational corporations in new environments are often blamed on corporate lack of knowledge and understanding of these prevalent cultures. While this may still be true in today’s environment, the influence of technology, particularly the internet in the 21st century, has been so significant that the world may be approaching a “unification of cultures”. Thus, this paper argues that the internet will lead to a global cultural transformation that will enhance global business operations by removing cultural barriers that lead to sub‐optimal business operations.