Transition, The First Ten Years: Analysis and Lessons for Eastern Europe and the Former Soviet Union

TLDR: Beck as discussed by the authors argues that globalization is more than just the internationalization of business, but the social, cultural, and social dimensions of the process that marketing generally plays down or ignores.

Abstract: flicts with the globality of the ecological crisis, and (10) the protection of the welfare state from changes. The ultimate question for Beck is how responsible globalization can be effected. It involves first a radical critique of the neoliberal ideology of globalism. He begins with international cooperation in keeping the TNCs under control. Also, a new definition of the relationship between state, business, and society must be established. Transnational states are created by alliances to develop regional sovereignty beyond the individual states. Thus, to increase their capacity to control, they must give up some individual power. Joint ownership of capital with workers sharing in ownership provides an antidote for increasing unemployment. This can be supplemented by education policies that create a knowledge society commensurate with global capital. Capital must be tied to place and then to products. This avoids capital flight and superfluous production. In addition, the politicization of consumption to constrain corporations would be an integral part of control. To compensate for decreasing industrial employment, new value in civil labor should be developed. He also argues for increased self-employment and an elimination of exclusion, particularly for income reasons. Globalism is irreversible through the efforts of any state, but a transnational structure as large a Europe might offer an opportunity to restore politics. This enables a reregulation of transnational business and an implementation of social and ecological policies. Balanced trade would then minimize the degree to which fewer and fewer get richer and richer while the majority foot the bill. It is clear from Beck’s sociological perspective that globalization is more than the internationalization of business. The book presents his perspective, which differs from the typical business approach to globalization. While it is hard to follow at times, appearing to be a collection of short pieces integrated into a book, it is well worth the effort of working through it. It is of particular interest to the macromarketing world because of the unique sociological perspective focusing on institutional change immanent in globalization. The book would be a good supplement in any graduate-level multinational marketing class but would be a bit daunting for undergraduates. It should be required reading for anyone who teaches in the international area as it would provide new dimensions and an alternative way of thinking about the globalization process including as it does, the political, cultural, and social dimensions of the process that marketing generally plays down or ignores. In combination with others, such as Giddens (1998), Wallerstein (1979), or Held (1995), the macro nature of the globalization process is inescapable as is the neoliberal philosophy that drives it in the quest to reduce the political and cultural to the logic of the world market. REFERENCES