Emeritus Professor of Marketing
Globalization and Its Challengesin The INSEAD-Wharton Alliance on Globalizing: Strategies for Building Successful Global Business
Authors: Gatignon Hubert
The process of "globalization", which has grabbed the headlines, refers to the big-picture process that draws products, services, and markets around the world closer together. It is a process that involves a complex array of actors and institutions, including firms, governments, NGOs, and consumers.This process is typically analyzed at the macro-economic level, where the country is the unit of analysis. The primary focus of the often strident and heavily rhetorical debates about globalization has been on macro-economic policies, as exemplified by the discussions on the Tobin Tax, on the role of international institutions to influence these policies, and on what some see as the exploitation of underdeveloped countries and their labor forces (or, from another perspective, the threats of outsourcing from these countries to domestic economies). Globalizing, in contrast, refers to the process by which a given firm becomes increasingly global in its objectives and operations. Few, if any, firms are truly "global"; many, however, are globalizing. In the authors' view, globalizing is a process that unfolds not at the level of the country but at the level of the firm and consists of the actions firms have to take as they become more engaged in that process.This book focuses on the business side of the global challenge: managing the process of globalizing in today's increasingly interconnected, fast-moving international environment.