European companies between globalization and localization: a comparison of internationalization strategies of British and German MNCs

Abstract

This paper assesses the extent of which British and German multinational companies have moved on a continuum between nationally embedded MNCs and globally oriented TNCs. Degree of national embeddedness and implantation into national economic and policy networks is held to influence the internationalization strategy of companies - the degree of FDI undertaken, the kind of competitive advantage they seek to derive from it and the way in which they combine nationally based and globally focused activities. It is shown that the different national business systems of Britain and Germany influence the responses of MNCs in their management of the tensions between pressures for globalization and established, nationally shaped business strategies and patterns of activities. In both cases, however, exaggerated claims about globalization of company activities and assets are shown to be misguided. But the paper also recognizes that some more globalized structures and strategies have begun to emerge in the second half of the 1990s. The study is based on a small number of case studies of British and German companies, complemented by official statistics and secondary data.