Globalization frustrated: The case of white goods

Charles W. F. Baden‐Fuller · John M. Stopford

92 citations0/0 files storedStrategic Management Journal

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International Business and FDI Outsourcing and Supply Chain Management Globalization, Economics, and Policies

Abstract

Abstract This paper challenges the common view that mature industries are always ripe for global strategies. Based on data from the European Domestic Appliance industry, this paper shows how changing economic conditions can diminish the value of global strategies. Critical in these shifts were simultaneous rises in demand for variety (that eroded the benefits of scale and continental market share) and decreases in manufacturing scale (that permitted new supply options), which reduced the extent of the strategic market to national dimensions. They added complexity that decreased the profitability of the global players and increased that of national strategies. The fluctuating fortunes of leading firms are shown to have been caused primarily by choices of strategy, not by national factor costs.

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References

1991The Competitive Advantage of Nations 2006The Core Competence of the Corporation 1992The machine that changed the world 1991The Machine That Changed the World 2009Managing Across Borders: The Transnational Solution 1990Competitive Advantage of Nations 1957The Theory of Monopolistic Competition 1982International Production and the Multinational Enterprise.

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