SUSTAINABILITY, GLOBALIZATION, CULTURE AND WORK
João
Almeida Santos
Universidade
Metodista de São Paulo, Brazil
Universidade Adventista de São Paulo, Brazil
E-mail:
professoralmeida@ig.com.br
Getulio
Kazue Akabane
Universidade
Anhanguera, Brazil
E-mail:
getulio@akabane.adm.br
Eduardo
Biagi Almeida Santos
Universidade
Nove de Julho, Brazil
E-mail:
eduardo-biagi@hotmail.com
Submission:
31/07/2013
Revision:
15/08/2013
Accept:
16/08/2013
ABSTRACT
This
paper discusses the development process and the influence of globalization on
culture and behavior of society seen on reflexes in the consumer market and how
they participate or interfere in sustainability. Whereas globalization as a
process of interaction between people in general originated in trade and political
relations, reflections on the culture and behavior of society are inevitable
from the point of view of consumption of products that are offered for new
consumers in these markets that are in the process of globalization.
Considering this necessity, it is important to consider the sustainable use of
resources and by-products. This article is a reflection on sustainability,
globalization, culture and work, and can be summarized in: a) identifying the
consequences of globalization on employment from the use of technology, b) the
consequences of globalization on culture are positive or negative for both
involved, c) benefits globalization and society have with new, better and
cheaper products to meet the population needs and d) how sustainability is in this
consuming-producing context.
Keywords:
Sustainability - Globalization - Culture - Society - Work
1.
INTRODUCTION
Globalization,
Culture and society are concepts closely interlinked by many characteristics
and can be interpreted by different point of view by the researchers. To avoid
that this concepts are overviewed by political and economic sides, or an
analyses of radical sustainability, this paper proposes an initial treatment of
the concepts individual and the relation between them, such that the conclusion
of this paper shows that globalization is associated with the culture of a
people, and the society behavior can generate a consumption behavior associated
with sustainability.
When
these concepts are related to sustainability, the debate can take diffused
proportions without this contextualization. With regard to what this article
suggests – a reflection on Sustainability, Globalization, Culture and Work –
the confluence of consumer markets and culture, as well as other concepts are
interconnected with most relationships that can be analyzed. Globalization,
Culture and Work become clearer when globalization comes with the products
circulating in various markets giving the impression that they are looking for
an adaptation wherever that product is accepted. The culture appears in full
acceptance of how the product is being offered or adapting to the consumer
behavior of this new market. And finally, in the logic of the presentation of
the three concepts in the process of confluence, the society may be required to
take on a new pattern of behavior by creating laws that permit the acceptance
of the new product in the consumption sphere of this consumer.
Sustainability
comes most recently as an apocalyptic vision made by some, and by others as an
opportunity for enrichment with cheap products made basically of recycled
material and having as the great motto of consumption the slogan: This product is made of recycled material.
China,
as well as the entire region of East Asia, South Korea and India are appointed
by Jeffrey Sachs as a successful example of globalization, since it brings
together the key factors for sustainable inclusion in the globalized world
(SACHS, 2002). So, it can be inferred that the countries he mentioned are
lenient with the new culture and society has adapted to receive the entire
volume of investment, technology and the greater possibility of generating
employment and income for a large contingent of unemployed and hopeless people.
India and Korea had their transformation economically focused on strong
investment in technology and their capacity to change people's behavior is
evident, especially when we consider the interaction existing on social
networks such as Facebook and Twitter. The technologies have radically changed
not only the temporal but also the spatial dimension of social reproduction
(DOWBOR, 1998, p.1).
The
1980s represented a crucial moment in the evolution of the world economy,
marked by three distinct phases: 1) 1979-1982 permeated by economic crises and
recessions and culminating with the economic depression between 1979 and 1982;
2) 1983-1987 with economic recovery promoted by the increased U.S. demand and
3) begins in October 1987 with the crash of the stock market and international
financial market with the disappearance of $ 1 trillion from global economy,
and goes to market adjustment in mid-1990 with greater control of currency in
circulation in the world (SANTOS, 1994, p.79).
The
globalized market have simultaneous reflections based on good or bad news, like
a domino effect due to the strong integration offered by information technology
and speed with which this information circulates around the planet. Economies
like the Brazilian one saw a rapid evolution in the more advanced urban
centers, although Miranda (2000, p. 78) pointed out that if Brazil wanted to
have a strong information society, it should accelerate the deployment of a
robust telecommunications platform so that the social interest content could be
widespread in education, health, environment, agriculture, industry and trade,
because such areas would provide high social returns.
In
this sense, all the actors involved in the economic growth of a country must
work in synergy so that the result converges into social welfare. Then:
a) Economic growth is important for
maintaining the health of society in terms of moving wealth, employment
generation, products and strengthening the country's geopolitical scenario;
b) The range of products shows the
strength of the economy in relation to the use of new technologies and
application of knowledge;
c) Government participation is
important as a director and liaison between social needs and the role developed
or what and how companies should do;
d) It also plays a key role in
fostering resources for investment in various areas of social need such as
health, education, and infrastructure.
2.
METODOLOGY
This
article is a reflection on sustainability, globalization, culture and work, with
the objective to identify four points: a) the consequences of globalization on
employment from the use of technology, b) the consequences of globalization on
culture are positive or negative for both involved, c) benefits globalization
and society have with new, better and cheaper products to meet the population
needs and d) how sustainability is in this consuming-producing context.
2.1.
Globalization
Globalization
is not a new phenomenon presented by recent literature. The emphasis given by authors,
who only perceive its existence in the more recent context, is strongly
associated with trade and movement of people. Santos (1994, p.86) believes that
all regions of the contemporary world go through processes of integration to a
greater or lesser extent, between their constituents and with other regions of
the world, especially the United States and Europe that still represent the
center of the world economy.
Globalization
is a dominant trend at the end of this century (DOWBOR, 1998, p.2). It is an
example of financial speculation with volumes of movement unthinkable for
ordinary citizens; it is stronger than we imagine when we place this phenomenon
nowadays (2012) provided by the tight integration of financial markets in the
world that do not seem to have respect to what day and night is and, specially,
to resting periods for their operators.
To
identify the source of Globalization we start from any historical event that
describes the search for new markets and regions that give power to those who
were seeking to strengthen their names by conquering new peoples. It is not
different today, when companies seek markets to settle in an
internationalization process that can represent more power and wealth for their
shareholders.
In the words of Hugon (1959, p.37):
From
the twelfth to the eighth centuries before our era [as the narrative starts before
Christ, the dates are in descending order], Greece only knew a domestic life.
But after this time, called 'Homeric' in the classical period of the fifth
century and even more so in the era of Hellenistic in the fourth and third
centuries BC, there is the development of a proper economic life, ie an
economic life of exchanges.
By
this excerpt it is possible to see that while there was no interaction with
other peoples through trade or by invasion and enslavement, Globalization was
not perceived, because it was a purely regional behavior, from where the Greeks
took everything they needed to their survival without knowing other regions or
markets.
The
poverty of the soil, the small size of the territory and the overpopulation
make trading necessary (HUGON, 1959, p.37) and the sea, with its numerous gulfs
and bays, seemed to give clues to the Greeks that they had to leave in search
of new territories to increase the chances of survival.
Trade
with other people was a matter of survival for the Greeks and, similarly,
companies seek new markets because the consumption is limited in the region
where they operate or the population may have become poorer, reducing its
volume of spending, imposing a limit on the length of survival of this company.
Unlike
the behavior of ancient peoples who invaded territories and these were taken on
the basis of physical violence and annihilation of the ones who heroically
tried to resist the invasion, companies found in internationalization a way to
enter the new market and, with its financial strength, seize this new market.
With Globalization the production decisions and international trade were
closely intertwined and most products that are traded have its origins in
markets other than the local, or most of its components are produced or depend
on other market (SILBER, 2010, p. 17).
Table 1: Growth
of GDP and world trade volume (%)
|
1953/1973 |
1973/1980 |
1980/1985 |
1986/1990 |
1991/2000 |
2001/2003 |
2004/2006 |
World Trade |
7,8 |
4,6 |
3,4 |
5,2 |
7,7 |
2,3 |
8,3 |
World GDP |
4,8 |
3,3 |
3,3 |
3,4 |
3,5 |
2,9 |
4,7 |
Source: adapted by the
authors based on Silber, 2010, p.18
In
the period from 1953 to 1973, world trade is growing because of the
implementation of recovering policies of post-World War II captained by the
U.S. with a global trade growth of 7.8% as shown in table 1. After this period
of large growth data show a slight decline between 1980 and 1985 and again a
period of decline between 2001 and 2003, 3.4% and 2.3% respectively. The
increase in interest rates imposed by the U.S. forced the underdeveloped
countries (later called “on development” and today “emerging”) to pick up loans
to pay old bills and interest, creating a snowball of extracting financial
resources from the Third World (SANTOS 1994, p. 78/9).
Evaluations
of the 1987 crisis and the 1998 Asian imbalances allow a critical view of this
process watered by large volumes of volatile cash. Flows have become global,
while the regulatory instruments continue under the national State (DOWBOR,
1998, p. 2). From the historical point of view globalization starts as a matter
of survival for peoples lacking land to plant and harvest what they needed,
representing their only wealth. The world evolves and moves toward a commercial
globalization of production with the invasion of transnational capital in the
late nineteenth and early twentieth centuries, when companies settled for
producing goods for those people and create wealth for themselves. It advances
to the political globalization by providing large loans and exchanges of
technology or infrastructure products such as those in the energy sector with
nuclear power in mid-1970, mainly in Brazil, and reaches today with financial globalization
and capital flowing through the markets of different countries of the world at
the speed that the information technology allows.
Globalization,
which is a process of trade integration and intensive production systems among
various countries of the world and trade involving all kinds of goods and
services, still keeps its earliest definition and its origin from the commercial
and productive point of view. The changes are focused on the importance given
to the product and currency that suffers speculation and increase its power in
the intensity of these speculations and the force exerted by experts in
destroying markets and economies without producing goods for the survival of
society where they are acting.
2.2.
Culture
Culture
is a dynamic phenomenon that follows us all the time, being constantly
performed and created by our interactions with others and shaped by leadership
behavior, and a set of structures, routines and norms that guide and constrain
behavior (SCHEIN, 2009, p.1). Since the 1980s, companies became objects of
cultural analysis, because there were many notions of culture. Then, what
remained was that culture is a set of values and meanings that provide a
shared common basis (BARBOSA org., 2009, p.1).
Culture
is an abstraction, even though the forces that are created in social and
organizational situations that derive from it are powerful (SCHEIN, 2009, p.3).
The origins of Brazilian culture formed by the indian, Portuguese and black
African, give the dimension of power derived from the breakdown of Brazilian
culture due to the poor cultural roots. Then the central countries considered
developed and owners of capital and culture choke Brazilian culture under the
pretext that it failed to form roots and is bound to run out an identity
although this has changed with the economic opening in mid-1990 (TANURE in
BARBOSA org., 2009, p.30).
Culture
is a sociological and anthropological concept that involves multiple
definitions. For some, culture is the way with which a community meets their
material and psychosocial needs (MOTTA, 2011, p.16).
2.3.
Globalization and culture of organizations
The
term Organizational Culture was first discussed in Brazil in the 1980s and
Brazilian Culture has sought its own identity (MOTTA, 2011, p.30). Culture is a
dynamic phenomenon that follows us everywhere, being constantly performed and
created by our interactions with others and shaped by leadership behavior, and
a set of structures, routines and norms that guide and constrain behavior
(SCHEIN, 2009, p.1).
Following
the line of thought established by table 2, Brazilian organizations are
importing models because they do not identify their origin, since all three
arrays of Brazilian culture as indian, Portuguese and black African are broken
by the little that is known, especially indians and black Africans. The first
groups of this matrix - the indigenous – best known are: Tupi-Guaranis,
Tapuias, Nuaruaques and Caraibas. The third - black Africa - were basically
from two ethnic and cultural frameworks: Bantu and Sudanese, their cultures
being much closer to the Portuguese than the indigenous culture (MOTTA, 2001,
p.17).
However,
the big question that remains is the way in which the behavior of organizations
varies culturally (MOTTA, 2001, p.25). The management style tends to consider
which approach mentioned in table 2? Or, culture must necessarily be associated
with leadership, because we see two sides of the same coin, neither one nor the
other can actually be understood by itself (SCHEIN, 2009, p.10).
Table 2: Three
approaches to the Influences of the culture of the country in corporate
management
Approach |
Key
Features |
Convergent (universal) |
- propagated by the academy until the 1970s and with the globalization phenomenon has recently
been resumed, especially in multinationals; - There is only one acceptable way to manage; - When companies such as retailer Marks & Spencer began operations
in France and Belgium moved in totum
their practices, such as plastic bags used in Britain: "Buy in British stores, keep British jobs!" |
Divergent (Relativistic) |
- Users: Whitfield and Poole (1997), Godard and Delaney (2000), Clark
and Mallory (1996) - Emphasized in 1970 driven by classical studies such as Hofstede,
which demonstrated the impact of a country in the management |
Convergent Divergence |
- The Western logic is exclusive, while the Eastern logic tends to be
inclusive - Cultural bias in this statement is in the globalization and impact
of advances in information technology that expand the frontiers of
communication |
Source: prepared by the
authors with data from Tanure (in Barbosa org., 2009, p.31/2)
2.4.
Globalization, technology and employment
Globalization
is an integration process between the countries of the world who engage in an
exchange in quantity and diversity of product, being difficult to imagine a
world without globalization (KRUGMAN, 2002). Globalization is not general and
when we look at our daily life, the house where we live, the school, the doctor
for our family, the workplace, the products we consume and other things that
are within our reach, we realize that nothing is global (DOWBOR, 1998, p.3).
The products may have been made in another country, but our relations are
local. There was a change in the production process and how companies produce,
requiring an adjustment of employment and new knowledge so that the individual
could continue employed and taking from their workforce the wage to provide for
their needs.
With
the evolution and increasingly frequent use of technology people are forced to
adapt quickly to continue being useful to society. New knowledge and
preparation to assume positions in an increasingly global market and of
cultural change imposed by the production process from different origins of the
way of life of the citizen is the result of a representation of a standardized
global production in order to reduce time and mostly costs. Miranda (2000,
p.79) considers that this situation has been accentuated mainly because the
capitalist industrial production mode became hegemonic in the production and
distribution of intellectual products and through its distribution mechanisms –
those of media in general – interfere powerfully in the economic, political and
cultural processes of societies.
2.5.
Future of work
The
changes arising from greater commercial interaction between countries termed as
globalization generate profound changes in the production process and the
behavior of people towards the new production process that increasingly uses
technology with new machinery and equipment that produce staggering volumes of
goods for consumption, which society does not necessarily consume in the same
speed. With this new behavior it is necessary to adapt the organization of work
that must leave the industrial production to favor the production mode based on
information technology (MEIRA, 2010).
Digital
information widely available almost worldwide allows to review the form of work
organization and the city, whose origins and forms of behavior goes back the
last hundred and fifty years (MEIRA, 2010). A new stage of development of the
productive forces, whose nature is characterized by a techno-scientific
revolution, the fundamental laws are grounded in substitution of directly
productive labor and the natural division of labor by machinery, machine
systems, power plants, industrial complexes and increasingly complex production
systems that connect other systems relatively autonomous (SANTOS, 1994, p.83).
The
current context of work is increasingly farther than Adam Smith pointed out in
his study saying that the work was a source of wealth, unlike the
mercantilists, who believed that gold and silver as a source of wealth and the
Physiocrats, the land (HUGON, 1959, p.131). The concentration and
centralization of production, which characterized the industrial revolution,
assume a global and planetary form, yielding productive complexes of
international and transnational nature (SANTOS, 1994, p.83).
The
way we work has changed by the advent of new technologies and increased global
demand of the last twenty years. This has influenced the behavior of people who
find themselves closer to the consumer with the opportunities provided by financial
market participants and their offers of easy credit to a consumer increasingly
ephemeral. To verify the necessity of more production it is necessary to
understand that the population increases year by year, even if at a slower pace
of growth, and this also requires increased production, variety of products
based on their application and needs, which change in the same way the life
style changes.
An
issue as important as globalization and work is in the culture in terms of
behavior, the way people are; as defined by Schein (2009, p.3): Culture is an
abstraction, even though the forces that are created in social and
organizational situations which derive from it are powerful; ie people change
their behavior and global products contribute to it, the same way that
information technology allows to access information behavior and the way of
life of people who are miles away.
Among
the various behaviors that we have access are the offices that represent true
dreams of consumption, since they present a layout very close to a playground
and not the conventional work office, or people working from home as if they
were living an eternal pleasure. This working model has no place in many
organizational cultures such as the Brazilian or space in their homes in order to
have a home office.
For
work to be done at home people will have to go through a learning behavior in
order to face the situation as described by Meira (2010) as the smell of food
in the house, size of the apartments; the psychological issue being more
relevant than the actual physical barrier.
2.6.
Culture and organizations in brazil
Brazil
is considered a collectivist society, although not the most collectivist. Motta
quotes Hofstede to support the argument that Japan is a collectivist country
par excellence and believes that in Brazil the distance of power is too big,
losing to other societies of Latin America except Argentina (MOTTA, 2001,
p.30).
Considering
the definition of Hofstede: culture is the way a human group thinks, feels and
reacts, mainly received and transmitted by symbols; Brazilian organizations
received the learning from the Portuguese and foreign companies that have
settled here with their culture and way of doing things.
The
colonization model started and inherited by the Portuguese, made Brazilian
organizations with a high degree of dependence on decision making and
especially easy and interest free resources. The colonization based on
exploitation and actions of people who were not interested in contributing to
the local progress except for their own, fast benefit, made the exploration
model imperative from culture to culture, i.e. from the period of planting
sugar cane to coffee or cocoa, rubber, and other others.
If,
instead of adopting the model of colonization by exploitation – depleting the
dominant wealth resource at the time – the model of colonization by settlement
was adopted – the one in which people remain on the land and grow from their
knowledge – as was the case in the U.S., where a number of immigrants who could
not return home had to work and invest all their knowledge to turn new land
into their new home. The Brazilian economy would have another behavior profile
and the organizations would copy this culture model, as described in table 1,
particularly in the divergent approach (relativistic).
2.7.
Sustainability
Sustainability
is a concept widely used now with a strong association with preserving the
environment. Concerns about preserving the planet and the rational use of its
resources have given rise to indiscriminate use of the concept. Another concept
that has been widely used is: sustainable development, also with the
connotation of preserving the environment. Sustainability can mean the support
given to something, allowing it to live eternally without the help of others or
resurface every time a portion of existing resources is used. In this sense,
the concept sustainability can have a strong relationship with the preservation
or something you want to renew each time a part is extracted. From the
conceptual point of view, sustainable development seems to be one of the most
important social movements of this century and the beginning of the millennium,
going from initiatives of individuals in search of cleaner air to breathe to
businesses and governments, some with initiatives more serious and others less
serious, but all wanting a better planet to live (BARBIERI et. all., 1991).
Sustainability
of a business is when it generates its own revenues, enough to keep the company
in operation and to keep the interest of the owner or investors. Combining this
concept with the planet, the resources that will be extracted for the
production need to be replaced by the same amount so that the process of
production and consumption happen in a natural way to meet the needs of
society. When resources are damaged so that they cannot be renewed, the
production process should be analyzed, looking into which elements are being
employed and which are damaging the environment so that alternatives can be
found for its preservation.
Economic
growth was a proposal made to society as a way to promote the welfare of all, i.e.
better health, more food, more schools, changes that ultimately could generate
more comfort. This was done based on inflow of more capital, more
privatization, more production, liberalization of the economy so that the
movement of capital was widespread, and innovation in production processes and
the relationship between government and population. This was an urgent need for
society that life would improve with more jobs and income, output and product
variety (KLIKSBERG.2008).
3.
FINAL CONSIDERATIONS
This
article brought a reflection on globalization, culture and work considering
that globalization is a process of trade integration with the use of intensive
production systems among various countries and trade involving all kinds of
goods and services. Culture is a dynamic phenomenon that follows us all the
time, constantly being performed and created by our interactions with others
and shaped by leadership behavior, and a set of structures, routines and norms
that guide and constrain behavior (SCHEIN, 2009, p.1). Work is all human
activity that generates goods and services for society.
Taken
this into account, globalization affects the culture of a people and their way
of producing from work, which is also changed by production models which use
technology extensively and increases the distance between the man and his own
relationship. Today, with the expansion of information technology facilitating
the search for information about the various cultures and with globalization,
which has extended the possibility of people being able to purchase products
and information from everything and everyone, organizations must change their
culture and Brazilian people should gain an identity from the discovery of the
definition of Brazilian culture.
The
culture of Brazilian organizations should not be defined by generalizing
behavior. Even considering the cultural diversity of the Brazilian people,
foreign companies that have settled here attracted by promises of easy capital
and transfer of profits, as promised by the first term of Getúlio Vargas’s
government (1930-1945) or the acceleration in economic growth imposed by the
government of Juscelino Kubitschek (1956-1961), brought their culture and then
adjusted to better fit to the needs of the Brazilian people.
Therefore,
comparing the needs of an economy by generating employment and income and the
ideas defended in images of organization we notice that the company needs to
continue to grow in order to innovate and remain as a living organism. What we
may have to discuss is how the process of growth and wealth generation should
be. Whether it should be more or less ethical, more or less moral and related
to what the world needs to avoid waste and environmental problems.
We must stop any process that hurts the ethics,
generates further environmental problems and damage in the use of public
resources. The contribution of each member of society is not to let "small
acts" that look innocent be practiced and accepted as normal, because when
that happens society behaves indifferently before misconduct on the part of
governments, organizations and even common individuals.
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