The end of globalization: why global strategy is a myth & how to profit from the realities of regional markets

Abstract

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.