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Thinking Globally — Acting Locally: Multinationals in the Global Political Economy

In: Multinationals in the Global Political Economy

Author

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  • Lorraine Eden

Abstract

This month (August 1992), IBM is running a two-page magazine advertisement entitled ‘Thinking globally?’ which shows a map of the world dotted with blue pins representing IBM offices. The advertisement says that the world is getting smaller so people are thinking bigger; however, since cultures still differ, international firms face a paradox — how to think global and act local at the same time. IBM thinks local, according to the advertisement, by having offices around the world and manufacturing products that are customised for local markets; it acts global by treating all the offices as part of the same team and by offering consistent services around the world to its customers.

Suggested Citation

  • Lorraine Eden, 1993. "Thinking Globally — Acting Locally: Multinationals in the Global Political Economy," Palgrave Macmillan Books, in: Lorraine Eden & Evan H. Potter (ed.), Multinationals in the Global Political Economy, chapter 1, pages 1-18, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-22973-4_1
    DOI: 10.1007/978-1-349-22973-4_1
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    Cited by:

    1. Boddewyn, Jean J., 2016. "International business–government relations research 1945–2015: Concepts, typologies, theories and methodologies," Journal of World Business, Elsevier, vol. 51(1), pages 10-22.

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