Globalization Rediscovered: The Case of Uniqueness and 'Creative Industries'

Zusammenfassung

---

The debate about the extent of globalization of firms and markets continues to be a major research area within international business (Rugman 2000). Rugman and Verbeke (2003) have provided compelling evidence for a tendency to regionalization rather than globalization for the large majority of FT500 firms. This paper argues that there are exceptions to this general rule, namely where intellectual assets and other drivers of uniqueness lead to a strong globalization pull on the demand side while global sourcing and production provide a strong globalization push on the supply side. This happens in "creative industries": industries with strong brands and unique products, industries such as music, film, media, consumer electronics, fashion and software. Firms in these "creative industries" show a greater tendency to globalization, due to a number of factors: high up front investment in product, brand and promotion, network effects and product / brand uniqueness.

Siehe den Gesamtinhalt dieses Dokumentes

Auszug

---

Globalization Rediscovered: The Case of Uniqueness and 'Creative Industries'

Introduction

The debate about the extent of globalization of firms and markets has been present in the IB literature for two decades. Recently Rugman and Rugman et al. (2000, 2001, 2002, 2003) have provided compelling evidence and arguments that the tendency is to regionalize ramer than globalize. Rugman and Verbeke (2003) identified only 10 firms in the FT500 that are global (defined as having at least 20% of sales in each of the Triad regions). We do not dispute these findings; however, we argue that studying these and other firms that are global or nearglobal can provide an insight into what enables and sustains globalization.

Exceptions to the Rule

Rugman ...

Siehe den Gesamtinhalt dieses Dokumentes

---