The new political capitalism : how businesses and societies can thrive in a deeply politicized world

__The New Political Capitalism__ bridges the gap between the reality of the relationship between politics and business, and the lack of familiarity of the business community, even at the most senior levels, with political thinking. The book demonstrates how businesses that develop effective political antennae can enhance their performance in the emerging age of Political Capitalism. This new book challenges the notion that business is, or can ever be, 'apolitical'. It argues that politics – the visible reflection of social values and cultural trends – shapes the environment in which business operates. More and more people are becoming politicised in the sense that they have strong views about how our societies should function – and the role that business must play. Socio-political issues increasingly affect purchasing decisions with the marketplace becoming one way in which citizens express their political identity – the rise of what some have called 'political consumerism'. Markets themselves are politically constructed, and investors increasingly focus on corporations' political positions – be they environmental or societal. Drawing upon extensive research and case studies, this book weaves together socio-political trends with business purpose, strategy and operations. From why businesses exist at all, to the importance of diversity, and what a company stands for, both culturally and politically, __The New Political Capitalism__ dissects the new opportunities available for those businesses that can develop effective political antennae. Divided by a common language or doomed to be constantly at odds with each other? The worlds of business and politics may often seem to go hand in hand, but in reality can often make for fractious partners. Can business ever be truly apolitical? And should that even be a desirable goal? The New Political Capitalism bridges the gap between the reality of the relationship between politics and business, and the difficulty within the business community - even at the most senior levels - to navigate the fundamental differences between business thinking and political thinking. But there is hope... and this book demonstrates how businesses that develop effective political antennae can enhance their performance in the emerging age of Political Capitalism. Joe Zammit-Lucia argues that politics - the visible reflection of social values and cultural trends - shapes the environment in which businesses operate. More and more people are becoming politicized, in the sense that they have strong views about how our societies should function and the role that business must play - witness the rise of what some have called "political consumerism". Markets themselves are politically constructed, and investors increasingly focus on corporations' political positions - whether that is in terms the environment or society more broadly. Drawing on extensive research and case studies, The New Political Capitalism weaves together socio-political trends with business purpose, strategy and operation. From why businesses exist at all, to the importance of diversity, and what a company stands for, both culturally and politically, this book dissects the new opportunities available to those business that invest in the development of effective political antennae Title Page 4 Copyright Page 5 Acknowledgements 8 Contents 10 Preface 11 Chapter 1: Bridging the Cultural Divide 16 Chapter 2: What is Politics? 30 Chapter 3: Markets are Political Constructs 68 Do ‘free markets’ exist at all? 70 Chapter 4: The Politics of Globalization 92 What is globalization? 92 Chapter 5: Cultural Leadership 142 The role of business in society 148 Chapter 6: The Political Brand 206 Benetton 207 Chapter 7: The New Political Capitalism 244 Capitalism – the evolution 245 References 276 Index 287