Tuesday, September 28, 2021

THE ROLE OF GLOBALIZATION IN THE CONSTRUCTION OF GLOBAL BRAND ENTITIES

 


INTRODUCTION

The International Monetary Fund defines globalization as the “growing economic interdependence of countries worldwide through the increasing volume and variety of cross-border transactions in goods and services and of international capital flows, and also through the more rapid and widespread diffusion of technology.” Globalization is about the flow of goods, services, and money across borders. Globalization is made possible by the increasing spread of market economies and is facilitated by the rapid spread of technology. 

How much globalization is there? The statistics are staggering. Whereas only 7,000 companies had operations in more than one country in 1970, by 1998, more than 54,000 companies were operating in more than one country and on average were operating in a far larger number of countries. Those companies had spent $44 billion in foreign direct investment (FDI, as it is called) in 1970—the amount that companies spend to build or buy operations in another country. By 1998, their spending had leapt to $644 billion and by 2000, over $1 trillion. (FDI, it is important to note, does not include portfolio investments—the purchase of stocks in publicly traded companies.) The cross border flow of goods and services boomed as well. World trade totaled $311 billion in 1950. By 1998, it had reached $5.4 trillion. (Zonis, 2001)

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