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Globalization The globalization of the 1990s has had a profound impact on every facet of the business world. Companies in every nation can now reach customers around the world and cut operation costs through global scales of production and distribution. Today, Gillette Co. is manufacturing razors in Russia, Fidelity Investment is selling its funds in Germany, and Citicorp is serving millions of customers from Asia to America. Meanwhile, international markets undergo constant change, intense competition, and heightened customer expectation, which makes it increasingly difficult for a company to gain and maintain its competitive edge. Managers must therefore take on a broader range of responsibilities. A successful manager will monitor the competitive landscape and decide if his organization has the strategies, structures, and personnel to be viable on a global level. In spite of the different approaches he may take, one thing remains constant--a manager must instil a commitment to globalization throughout...

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