Global culture—myth or reality? Perceptions of “national cultures” in a global corporation

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12 Citations (Scopus)


The literature argues that in global business communication the concept of “national culture(s)” is becoming obsolete because globalization leads to cultural convergence. This article argues that “national cultures” are not obsolete in global organizations. Two focus group interviews were conducted in a global corporation using folk perceptions as a framework. Employees were asked to discuss their work practices and agreed that uniform standards could not be used across cultures. The article concludes that, despite globalization, we do not see evidence of cultural assimilation in global employees’ work practices, but rather that stereotypes of national cultures are used to provide orientation.
Original languageEnglish
Pages (from-to)139-163
Number of pages25
JournalJournal of Intercultural Communication Research
Issue number2
Publication statusPublished - 1 Jan 2007
Externally publishedYes


  • Discourse Analysis
  • Folk Perceptions
  • Global Communication
  • Global Culture
  • National Stereotypes

ASJC Scopus subject areas

  • Cultural Studies
  • Communication

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