Co-opting Culture-Managerialism in Age of Consumer Capitalism

Managerialism in Age of Consumer Capitalism A R Vasavi Culture and cultural variations have recently become key issues in business management This recognition of culture has become imperative as global transnational capitalism penetrates and seeks legitimacy in areas of vast cultural diversity. But business management is gaze at culture will be predominantly in terms of seeing cultural diversity as market opportunity and in integrating cultural sensitivity in order to diffuse hostility to capitalism. In co-opting culture business management will negate the capacity of culture to mobilise sentiments against the discontents of capitalism.