“Globalisation is just Americanisation by any other name”. discuss this statement with reference to the argument for the country-of-origin effect.

“Globalisation is just Americanisation by any other name”. discuss this statement with reference to the argument for the country-of-origin effect.

“Globalisation is just Americanisation by any other name”. Read Royle (2000), Sakai (2000), lane (1989) and Klein (2001), and discuss this statement with reference to the argument for the country-of-origin effect.
Naomi Klein
According to Naomi Klein, the cultural influence of multinational corporations has increased significantly over the last 15 years due to the corporate emphasis on primarily producing brands instead of products. It used to be that corporations focused on making things. But now the focus of successful corporations is not on manufacturing but on marketing. This shift has led to globalisation in the US boosted by the lowering of corporate taxes in the 1980’s by President Ronald leading to public organisations such as schools and museums to turn to private corporations for financial support.
Corporations like Nike saw this as a great opportunity to widen their borders for example, they not only sponsored the 1998 Winter Olympics in Japan, it had CBS TV commentators report on the games in jackets adorned with bold Nike logos and even funded the training of two Kenyan runners for cross-country skiing events. Naomi Klein writes, “By equating the company with athletes and athleticism at such a primal level, Nike ceased to merely clothe the game and started to play it. These sponsorships have made organisations heavily dependent on the sponsors.
The bitter truth according to Naomi Klein is that despite the embrace of polytechnic imagery, market-driven globalization does not want diversity; quite the opposite. Its enemies are national habits, local brands and distinctive regional tastes. For example, when Wal-Mart sets up one of its big-box discount stores on the edge of a town and exploits economy of scale by setting prices sufficiently low so that no small retailer can compete, small communities find that their lively downtown streets die. When Starbucks enters a community, it sets up so many stores that each store largely cannibalizes the...

Similar Essays