ABSTRACT

Introduction Modern times are determined by changeability and fluidity, observable at the level of people, things and organizations. One of the key factors of the twenty-first century is globalization, with its influence summarized in Naren Chitty’s quote: “new geographies are peopled with diasporic communities, having hybrid identities and consuming cultural wares, of transnational origin, that are marketed by multinational corporations” (Chitty 2005, p. 556).