Genius Loci in the era of globalization
Keywords:
Genius Loci, globalization, internationalization, globalized societyAbstract
In a globalized society a single identity is no longer verifiable, as happened in the Middle Ages, but as many identities as the cultural and social forms that can be found in communities. From the considerations above reported, it would seem not only to have produced a profound rupture between past and present, but also that the meaning of the Genius Loci can be relegated to a historical and not an actual concept. In the writer’s opinion, the Genius Loci simply experiments with yet another change not very dissimilar to the many that we have been witnessing from the Roman era to the more recent one. This research claims to establish if:
i) it is possible to enhance localization, meant as the spirit of the place, through internationalization;
ii) there is a relationship between the spirit of the Genius Loci and the corporate strategies of internationalization in the era of globalization.
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