There is a growing set of voices challenging the notion that cultural globalisation is an unstoppable force. To date, globalisation in the economic and political spheres has been paralleled by cultural globalisation. This has seen the dissemination and adoption of predominantly Western values-based norms, especially in business. The dynamics of cultural globalisation are tightly interwoven with economic globalisation, which until now has flowed outwards from the main economic powers of Europe and the US. Historically, economic liberalisation and increased cooperation have generally assisted the process of inter-regional cultural harmonisation.