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The end of global strategy

Author

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  • Rugman, Alan
  • Hodgetts, Richard

Abstract

Recent research suggests that globalization is a myth. Far from taking place in a single global market, most business activity by large firms takes place in regional blocks. There is no uniform spread of American market capitalism nor are global markets becoming homogenized. Government regulations and cultural differences divide the world into the triad blocks of North America, the European Union and Japan. Rival multinational enterprises from the triad compete for regional market share and so enhance economic efficiency. Only in a few sectors, such as consumer electronics, is a global strategy of economic integration viable. For most other manufacturing, such as automobiles, and for all services, strategies of national responsiveness are required, often coupled with integration strategies, as explained in the matrix framework of this article. Successful multinationals now design strategies on a regional basis; unsuccessful ones pursue global strategies.

Suggested Citation

  • Rugman, Alan & Hodgetts, Richard, 2001. "The end of global strategy," European Management Journal, Elsevier, vol. 19(4), pages 333-343, August.
    • Handle: RePEc:eee:eurman:v:19:y:2001:i:4:p:333-343
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