THE IMPACT OF GLOBALIZATION ON CORPORATE CULTURE IN THE TIME OF COVID-19

Abstract

Globalization is very important for companies that want to compete in the global arena. Corporate culture is crucial for the success of companies, and accordingly, globalization is important because it affects corporate values and norms. It creates a global arena where values and norms are being intertwined. There are positive values from globalization, which are human rights, feminist values, environmental values, and negative values, which are corruption, greed, alienation and etc. Opportunities for companies, regarding globalization, is creating cooperation and long-lasting bond with companies abroad and increasing their target market. Globalization, like any other trend in history, can be used by companies as an opportunity or it can be a missed chance.