Globalization

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their companies. Simple exposure to an expanded economy does not make a corporation "international." Instead, there needs to be a widespread adjustment of attitude, as well as sweeping changes in operation, to ensure a company's profitability.

The initial steps a manager must take are twofold: He must clearly outline the challenges and opportunities of an international market, and he must address the individual talents of each employee. A successful manager will tailor his company's global strategies to suit its resources and capacities. This involves setting realistic goals without losing sight of more elevated ones. Not every corporation, for instance, has the size and reach of Citicorp, which will have one billion customers by the year 2010. While a manager should take the limitations of his corporation into account, he must also remember that the quality of his products and services can foster success that mere global reach cannot. Instead of being "all things to all ...

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