Multinational Enterprises and the Transmission of Culture: the International Supply of Advertising Services and Business Education

In a study on the export of socio-cultural patterns to the Federal Republic of Germany by affiliates of IJnited States parent enterprises, Heinz I-Iartmann observed that 'except for the special case of military occupation, there is probably no linkage through which the features of one society can be transferred as rapidly and effectively to certain sectors of another society" as the linkage provided by foreign affiliates. Surprisingly, however, little or no attention has thus far been paid to the role of multinational enterprises (MNEs)2 in transmitting home country culture, and especially headquarters business culture, to host societies. This neglect is astonishing since foreign direct investment consists not only of capital investment but is usually accompanied by socio-cultural investments.3 In fact, given the magnitude of international business, the prevailing pattern of close headquarters control over foreign affiliates, and the various linkages between foreign affiliates and host countries, the introduction of novel business values and behavioural patterns can be expected to have a profound impact on the cultural and social fabric of the societies in which international business is entrenched.4 A recent study by the Government of Canada identified some of the precepts and