A review of Redefining Global Strategy, by Pankaj Ghemawat
Companies that want to expand internationally are often too caught up in grabbing market shares and the illusion of a borderless world. However this is a delusive approach and instead companies need to take borders and sustained differences between countries seriously when developing and evaluating strategies. The present book calls into question what it takes for companies to create value when doing cross-border business in a global world. One of the main points is that the world is “semiglobalized”, rather than globalized, proven by the fact that most economic activity is done “locally” or “regionally” (even Foreign Direct Investment and Internet activity). This fact should change the companies’ global perspective and make them drop the “one-size-fits-all strategy” which is no longer valid. Instead the author presents and explains a set of global strategies by putting differences between countries in the center.
Auteur: Juliane Engsig