In a radical departure from traditional thinking, Alan Rugman proclaims globalization a myth. The reality, he says, is that business is almost entirely "regional", with multinational firms aggressively competing in the triad of North America, Europe and East Asia. Rugman analyzes what this really means for companies and explains how they can develop successful regional/local strategies. The book should help businesspeople replace ineffective "global" strategies with strategies that focus on the regional and local realities of a marketplace, making a compelling case that the homogenized world depicted by globalization advocates - where everyone eats Big Macs and buys Lexus cars - is a lot of hype. Included are summaries of 20 successful strategies from multinational firms, supplying both a big-picture, macro-economics perspective with the hands-on, how-to-do-it guidance of many international business books.
- ISBN10 0712684751
- ISBN13 9780712684750
- Publish Date 18 May 2000
- Publish Status Out of Print
- Out of Print 18 October 2003
- Publish Country GB
- Publisher Cornerstone
- Imprint Random House Business Books
- Edition Illustrated edition
- Format Hardcover
- Pages 288
- Language English