The new challenges for strategic management theory: Globalisation and national cultures

Abstract

In the current era of globalisation and in time of current economic crises it is harder and harder to identify the sources of Sustained Competitive Advantage (SCA) for industrial organizations. Authors argue that national culture, cultural identities of locality and also cultures of other localities, combined with impact from global environment provide basis for SCA. Thus national culture as such potential source should not be neglected in contemporary strategic management theory and practice. This research paper is based on analysis of classical and modern strategic management theories and prac- tice: beginning with Porter's competitive positioning, Resource Based View, Blue Ocean Strategy, The Delta Model and finally Service-Dominant logic, which is recently developed mindset for understanding the purpose and nature of SCA of organization. It is found that all the frameworks logically evolve to- gether with development of globalization trends and have much in common. These frameworks are ana- lysed and compared according to types and nature of units of SCA. Authors place the national culture within potential sources of SCA. The place of national culture among the proposed sources of CA can be identified within all the theories.