On the cover of her book Going Glocal: Cultural Dimensions In Malaysian Management, Asma blurbed:
Kalau sepohon kayu banyak akarnya, apa ditakutkan ribut.(If a tree has many firm roots, there is no need to fear the storm.)
Asma starts by attaching a note to the term 'Glocal', derived from the words "global" and "local", intended to mean that one has to be open to new ideas and yet embedded in one's own culture, i.e. globally appropriate and culturally relevant.
In summary, Asma focusses her book on the values and practices at the intercultural levels of interactions within the same ethnic group; at the intercultural level with different ethnic groups in Malaysia; and at the cross-cultural level of Malaysians interacting with foreign nationals at the workplace.
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