The word 'Global' has become a near universal prefix. We see
articles and books talking about global marketing, global
management, global production - can global globalization be far
behind? Certainly we live in a world that that justifies the phrase
'global village', and one too where much that organizations do is,
to one degree or another, global. Arrive at the airport in almost
any city in the world and you will see the evidence: advertising
proclaiming names that are the same the world over (Sony, IBM, Coca
Cola, Panasonic and many more). Going global is seen, in the
commercial world at least, as a good thing, and certainly a product
sold across the globe is likely to produce greater revenue than one
confined to a smaller area. Yet there is also a feeling that this
universal sameness is a retrograde step, one that acts to dilute
valuable individual local culture. Short is Professor in the
department of geography at Syracuse University. He takes a broad
and constructive view of globalization, setting out to demonstrate
that reinforces the power of individual states and fosters a world
that thrives on local differences. In a short, well-considered and
well-exemplified book he reviews what could be a labyrinthine area
and makes it easy to read. It shows in detail how global
organizations (Nike's world-wide activities in the production and
distribution of shoes is just one example) affect the countries in
which they operate. This is one of a series that has adopted a
particularly attractive format that seems to make serious study
very accessible. (Kirkus UK)
"Globalization" is one of today's most powerful and pervasive ideas
- for some a welcome dream, for others a nightmare. The term is
used in the popular press, magazines and news reports as a sort of
shorthand for saying that the world is becoming more alike. The
business press, in particular, insists that we are moving toward a
fully integrated global economy. It is also used as a marketing
concept to sell goods, commodities and services. "Going global" has
become the mantra for a whole range of companies, business gurus
and institutions. Globalization is supposed to be bringing everyone
closer together and making everywhere the same, but John Rennie
Short disagrees, arguing that the world culture of today actually
thrives on local differences, that a global polity tends to
reinforce - not repress - the power of individual nation states and
that the global economy is based in reality on countless localized
places scattered throughout the world. The author shows that the
concept of globalization as a process that is creating a
standardized, more homogenous world is hopelessly unsophisticated,
and goes on to suggest that globalization does not so much replace
difference with sameness as provide opportunities for new
interactions between spaces and locations, new connections between
the global and the local, new social landscapes and more diversity
around the world rather than less.
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