CULTURAL GLOBALISATION: THE NOLLYWOOD PERSPECTIVE AND ITS IMPLICATION FOR MANAGEMENT
Mbwa Williams Adiak
Department of Management Studies,
Plateau State University, Bokkos.
Email: mwadiak1@gmail.com
ABSTRACT
No concept has dominated discourse globally in recent times as globalisation, largely on account of its impact on virtually all aspects of society. With culture being the symbol and architect of the society, it becomes logical that its being the soul of globalisation would be an issue that can be hardly debated. This paper set out to establish not only that but also the implication for management as the process of not just stabilising but also ensuring societal progress, using literature review of their conceptual, theoretical and empirical frameworks. The review shows that Nollywood, the surprise culture industry of all time, by globalising Nigerian and African culture, has succeeded in shaping or repositioning the global cultural industry by either enthroning or uniquely optimising quite a number of management practices and theories in the global cultural industry. Besides, some obvious defects have been turned into sources of competitive advantage in the global realm with the resulting phenomenal rise to global prominence as the second largest industry by volume. Keywords: Culture, Globalisation, Management implication, Nollywood
