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Professor of Strategy and Management
Rangan S. (2000). Seven Myths Regarding Global Strategy. In Financial Times - Mastering Strategy (pp. 119-124). Prentice Hall.
Going global has drawbacks as well as attractions. In this article the author tables seven common myths associated with globalization and discusses their implications for firms large and small. A global strategy, he emphasizes, is no substitute for a sound business strategy.Successful cross-border operations are usually based on some combination of proprietary knowledge or technology, lower costs, a unique service concept and a well-established brand name.Among other points, the author argues that services are no different from manufacturing in the international arena, that governments still matter, and that the best opportunities are still likely to be found in the developed countries.