Globalization
Japanese McDonald’s sign, 1975
In 1971 McDonald’s expanded to Japan. Some people worried that American brands endangered local traditions. Others argued that successful brands adapted to local culture.
In a globalized economy, innovative ideas as well as products flowed easily across national borders. Businesses became dispersed, as decision-making, financing, design, labor, production, and marketing spread to many locations. Global trade improved opportunity for many, was disastrous for some, and challenged local cultures and customs.
Coca-Cola can, 1999
Coca-Cola is the world’s most recognized brand. Some drank it to be hip; others rejected it as American imperialism; many just liked the taste.
Cola Turka can, 2012
In 2003, Turkish food manufacturer Ülker introduced Cola Turka, challenging Coca-Cola’s 57 percent share of the Turkish drink market with a message of “positive nationalism.”
Glass paperweight, 2001
Knickknacks remind senior managers to “think globally.” This paperweight, recovered from the debris of the World Trade Center, is a symbol of globalization gone wrong.
Autoworker’s handmade book, about 1989
Fearing Japanese gains in automobile sales, GM joined Toyota in a California joint venture names NUMMI. GM executives learned and imported Japanese management techniques, including teamwork and worker-led improvement.
Radio Shack calculator, early 1980s
Consumers had trouble identifying where products were made during the Global Era. Designed in one country, components and sub-assemblies were manufactured in numerous countries.
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