Harmonizing Globalization

I. Theoretical Framework

The Roots of Globalization

Philosophers and dreamers have spoken of "One World" for centuries. It has been known for some time that, contrary to the arguments of some racial doctrines, humanity is a single species. Noted International Sociological Association describes the situation as: "Globalization is the present process of becoming global: globality itself lies in the future, but the very near future. Each major aspect of social reality (the structure, culture, and personality of traditional terminology) is simultaneously undergoing globalization, as witnessed by the emergence of the world economy, a cosmopolitan culture, and international social movements (Weinstein, 1997).

Social scientists usually pinpoint the underlying reasons of the proliferation of globalization movement to the following: end of cold war and collapsed of communism ideology particularly in Russia and East Germany. In its wake has come the realization that our newly gained power to control human destiny can be turned to cooperative ends (Ekins, 1992), as it open wider markets and massive economic reforms based on democratic system. Even mainland China though communism is still the central seat of its government, but to opened their country for private business, as they recognized that only in capitalist system that they would further their vision of economic prosperity. Technological Breakthroughs, it has been four decades since the sociologist Harold Innes first spoke of the "global village" in reference to the fact that technology has made it possible for any person on the planet to communicate directly and instantaneously with any other person. Man as early as the dawn of civilization begun using tool or technique to further their means of survival and comfort, but several breakthroughs in the early 20th century - industrial revolution, arsenal, nuclear technology, and communication tools paved the way for globalization to develop in a faster pace. Entrepreneurial undertakings, competition, and expansion of businesses, as business grow and expand their base it creates more economic value, competitive advantages, technological transfer, and interactions that lessen the communication barriers of different races. And another important source is the various bilateral and trade agreement among countries, which move causes the creation of GATT to WTO, ASEAN, European Union, among others.

However, the term globalization has been labeled by some as an imperialistic tool for western and more affluent private businesses and government to control and take advantage of the 3rd world countries resources. There are various calls amongst activist and other concern parties' pertaining to fair trading practices, autonomy of state, and environmental measures. Most calls lead to protest through disrupting strikes, legislation lobbying, and stricter business policies that would deter one local business to expand its base through a foreign partnerships.

While an aspect of global security measures against terrorist threats can also be consider as factor in speeding -up the development of globalization as world leaders and its communities scrambles to find measures to protect the safety and economy against possible fatal related terrorist-attacks.

The Concept of Nationalism

The term "nationalism" is generally used to describe two phenomena: (1) the attitude that the members of a nation have when they care about their national identity and (2) the actions that the members of a nation take when seeking to achieve (or sustain) self-determination. (1) Raises questions about the concept of nation (or national identity), which is often defined in terms of common origin, ethnicity, or cultural ties, and while an individual's membership in a nation is often regarded as involuntary, it is sometimes regarded as voluntary. (2) Raises questions about whether self-determination must be understood as involving having full statehood with complete authority over domestic and international affairs, or whether something less is required. (Miscevic, 2005)

The philosophy of nationalism nowadays does not concern itself much with the aggressive and dangerous form of invidious nationalism that often occupies center stage in the news and in sociological research. Although this pernicious form can be of significant instrumental value mobilizing oppressed people and giving them a sense of dignity, its moral costs are usually taken by philosophers to outweigh its benefits. Nationalist-minded philosophers distance themselves from such aggressive nationalisms and mainly seek to construct and defend very moderate versions; these have therefore come to be the main focus of recent philosophical debate.

In the Philippines the term "Nationalism," is a state of feelings that usually connotes love of one's country, sense of belongingness to one's culture, which surpasses geographical limits. It's awakening flourishes brought about by the oppressions committed to Filipinos from the Spanish colonizers.

The Principle of Marketing Management

Currently there are two considerations in understanding the critical role of marketing in organizations and society. In its organizational role, Peter Drucker said that "marketing is so basic that it cannot be considered a separate function. It is the whole business seen from the point of view of its final result, that is, from the customer's point of view.... Business success is not determined by the customer" (Drucker, 2001). While its role in Society is supported by the societal marketing concept, which accentuates that the organization's task is to determine the needs, wants, and interest of target markets and deliver the desired satisfactions more effectively and efficiently in a way that preserves or enhances the consumer's and the society's well-being (Kotler, 2000)

The companies that are planning or doing business in a globalizing markets need to have an advance planning as it seeks expansion to foreign markets or to defend its domestic leadership, considerable resources to support such expansions, and being competitively aggressive (Knight, 2000).

And since one of the requirement of a successful marketing plan implementation is for a business adherence of a market-based oriented philosophy through knowing the real target markets, considers competitive analysis, and construction of an appropriate strategic/tactical strategies (Best, 1997), because market-driven organization equips themselves a sustainable education and know-how - why they are successful in the past, aware of their present competitive