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References
Giddens, A. (1999) Runaway World: How Globalisation is Reshaping Our Lives (London: 
Profile Books).
Hill, C.W. (2005) International Business: Competing in the Global Marketplace, 5th edn 
(New York: McGraw-Hill).
Huntington, S. (1993) The Clash of Civilizations (New York: Free Press).
Levitt, T. (1983) ‘The Globalization of Markets’, Harvard Business Review 61(3): 92–102.
Mandelson, P. (2012) ‘Foreword’ to Report on Globalization (London: Institute of Public 
Policy Research).
Rugman, A.M. and Collinson, S. (2006) International Business, 4th edn (Harlow: 
Pearson Education).
Snyder, D.P. (2004) ‘Five Meta Trends: Changing the World’, Futurist 38(4): 22–7.
Stiglitz, J. (2002) Globalization and its Discontents (New York: Norton).
Stiglitz, J. (2007) The Times, 19 February.
Wild, J., Wild, K. and Han, J. (2006) International Business: The Challenges of Globalisation 
(Upper Saddle River, NJ: Prentice Hall).
Further reading
Bartlett, C. and Chosal, S. (1998) Managing Across Borders: The Transnational System 
(Boston, MA: Harvard Business School Press).
Brewster, C., Harries, H. and Sparrow, P. (2001) Globalisation and Human Resources 
(London: Chartered Institute of Personnel Development).
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Globalization and its Effect on Culture 223
The Economist (2001) ‘A Survey of Globalisation: Globalisation and its Critics’, 
29 September.
The Economist (2008) ‘A Bigger World: Special Report on Globalisation’, 
20 September.
Forster, N. (2000) ‘The Myth of the International Manager’, International Journal of 
Human Resource Management 11(1): 126–42.
Hobsbawn, E. (2007) Globalization, Democracy and Terrorism (London: Little, Brown).
Rugman, A.M. (2003) ‘Regional Strategy and the Demise of Globalisation’, Journal of 
International Management 9: 409–17.
Rugman, A.M. (2005) The Regional Multinationals (Cambridge University Press).
Shaw, W, and Glennie, A. (2012) Report on Globalization (London: Institute of Public 
Policy Research).
Stevens, M. and Bird, A. (2004) ‘On the Myth of Believing that Globalization is 
a Myth’, Journal of International Management 10: 501–10.
Wolf, W. (2004) The Case for the Global Market Economy (New Haven, 
CT: Yale University Press).

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12
Cultural Diplomacy and 
Nation Branding
Introduction
This chapter covers the development of the role of cultural diplomacy in 
communicating national values, ideas and policies to the general public 
worldwide. It also includes the differences between ‘hard’ and ‘soft’ power. 
Examples are provided of the development of instruments for spreading 
cultural diplomacy through broadcast media, cultural missions and educa-
tion, and the emergence of advertising concepts in the understanding of 
cultural diplomacy. It examines how nation brand management can be used 
to improve a nation’s standing in the world. The chapter concludes with a 
short case study on the Beijing and London Olympic Games.