TY - JOUR
AU - Ger, Güliz
AB - Localizing in the Global Village: LOCAL FIRMS COMPETING IN GLOBAL MARKETS Güliz Ger tourist seeking the authentic Moscow laments that Arbat street is no longer recognizable with its new architecture of Pizza Hut, McDonald’s, Benetton, and French Perfumerie storefronts. Cities A around the world have traffic-congested streets packed with Toyotas and BMWs, whole sides of buildings painted with Marlboro and Coca-Cola advertisements, and look-alike American-style shopping malls filled with Sony, Swatch, and Levi’s. Advertising, cinema, and television project these images to the most remote parts of the globe. The world political economy of capitalism, global transport, communication, marketing, advertising, and transnational cosmopolitanism dissolve the boundaries across national cultures and national economies. The major agents of this global arena are transnational corporations (TNCs) that operate wherever opportunities arise within the global market. This article examines how local corporations (LCs) can compete with TNCs, in both home and foreign markets. In the increasingly interdependent capitalist world system, firms based in affluent core countries—especially the European, American, and Japanese TNCs—have the greatest influence in determining what is produced and con- sumed. In 1990, there were 60 countries in the world that had Gross National Products of less than US$10 billion, while there 
TI - Localizing in the Global Village: Local Firms Competing in Global Markets
JF - California Management Review
DO - 10.2307/41166010
DA - 1999-07-01
UR - https://www.deepdyve.com/lp/sage/localizing-in-the-global-village-local-firms-competing-in-global-Hv4rj238AC
SP - 64
EP - 83
VL - 41
IS - 4
DP - DeepDyve
ER -