Eurocentric Conceptualisation of Risk in International Business

Research output: Contribution to journalArticle

57 Downloads (Pure)

Abstract

Purpose
The purpose of this paper is to deal with the Eurocentric conceptualisation of “risk” which reinforces rent-seeking language, culture and practices of doing business that are alien to non-European societies. This paper also attempts to engage with Eurocentric methods and strategies that sustain hegemony in international business by promoting “risk” and perpetuating “uncertainty” within the non-European business culture. Such territoriality within basic conceptualisation of in international business is central to manufactured “risks” that reinforces crisis, while state deals successfully or fails to deal with it, the global corporations extract resources and expand their capital and market base in non-European societies while doing business. This paper is divided into two parts: the first part presents the philosophical basis of risks and its historical foundations and the second part deals with the neo-colonial business methods, languages, cultures and strategies which are Eurocentric by nature. This paper argues that manufacturing risk is the Eurocentric business strategy.

Design/methodology/approach
This paper draws its methodological lineages to nonlinear historical narrative around the concept and construction of the idea and language of “risk” and “uncertainty”. This paper follows discourse analysis (Fairclough, 2003) to locate the way in which the Eurocentric concept of risk was exported and incorporated within the language of international business in non-Western business traditions. While engaging with conceptual discourses, it focusses on the power of language in the process of conceptualisation where “authority comes to language from outside” (Bourdieu, 1991, p. 109). As a result of which the concept does not reflect the objective reality of non-European business culture and its uniqueness while assimilating it within the Western European theoretical traditions of “risk and uncertainty” in international business practice.

Findings
The understanding of risk in business within the non-European context needs new ways of conceptualising risk. The updated version of Eurocentric theories, languages and methods of international business and associated risk narrative can never be a starting point. The duality of philosophy in which “economic growth” and “backwardness” measures progress and reduces human experience and objectives of business to seek and expand profit. The starting point of any theoretical analysis on risk in doing business in non-European societies must acknowledge the specificities of their context in terms of local ideas, knowledge, history, language and methods of business practice which is different from Europe.

Originality/value
This paper outlines the Eurocentric conceptualisation of “risk” which reinforces rent-seeking language, culture and practices of doing business that are alien to non-European societies. It engages with the Eurocentric methods and strategies that sustain hegemony in international business by promoting “risk” and perpetuating “uncertainty” within the non-European business culture. Such territoriality within basic conceptualisation of in international business is central to manufactured “risks” that reinforces crisis; while state deals successfully or fails to deal with it; the global corporations extract resources and expand their capital and market base in non-European societies while doing business. This paper is divided into two parts: the first part presents the philosophical basis of risks and its historical foundations; the second part deals with the neo-colonial business methods, languages, cultures and strategies which are Eurocentric by nature. This paper argues that manufacturing risk is the Eurocentric business strategy. This paper argues for a new language, a new method and a new strategy of doing business by decolonising the discipline of international business.
Original languageEnglish
Pages (from-to)165-169
Number of pages5
JournalSociety and Business Review
Volume13
Issue number2
DOIs
Publication statusPublished - 2018

Bibliographical note

Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

This document is the author’s post-print version, incorporating any revisions agreed during the peer-review process. Some differences between the published version and this version may remain and you are advised to consult the published version if you wish to cite from it.

Keywords

  • Eurocentric
  • Risk
  • International Business

Fingerprint Dive into the research topics of 'Eurocentric Conceptualisation of Risk in International Business'. Together they form a unique fingerprint.

  • Cite this