Organisational ecology and world cultural perspectives are used to analyse the struggle of the former East German textbook publisher Volk und Wissen after reunification. We argue that the normative expectations of Western Germany with respect to instructional materials clearly emulate world cultural principles, and so Volk und Wissen's transition into Germany's fiercely competitive educational publishing market offers an interesting test of the effects of educational globalisation. Reliance on the marketing expertise of Cornelsen, a Western German firm that acquired Volk und Wissen in 1991, helped the firm survive, but also retaining a "monist" epistemological stance that was consistent with that of teachers trained in the socialist system. (Contains 2 figures and 5 notes.)