The emergence of environmental concern and sustainability issues has highlighted the role of ethics and social responsibility in the functioning of the corporate sector . Modernisation has brought in materialism and consumerism which by itself is not detrimental (Fletcher , 2003 , 224 , 3-5 ) Thus the views of the authors Georgette Wang and Emilie Yueh-yu Yeh hold substantial truth on the impact and evaluation of globalization and hybridization . The authors are specifically to the point when they mention that ``cultures are by nature...











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