In sharp contrast, the post-modern studies defy the proposition that there can be an objective truth. They argue that the importance of science and rationality has been overstated by their predecessors. Much more importance is given here to cultural differences and the diversity in people around the world due to their race, gender, color etc. Businesses are, therefore, in the 21st century run quite differently.
Value derivation depends upon different parameters now. Cultural diversity among employees is preferred by most employers. Businesses need to portray their goods or services as having an inclusive universal appeal cutting across diverse religions, cultures, customs etc. Technology has become more or less a constant and thus it is these new factors which a business must depend upon to outplay its competitors.