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Chapter 1: Globalizing Business
Video Case
Watch “Integrating Global Business at a Local Level” by E. Neville Isdell of the Coca-Cola
Company.
1. What is meant by the title of the video “Integrating Global Business at a Local Level”? What
is being “integrated”?
2. In referring to past practices of global firms, Isdell referred to simply “parachuting in.” What
did he mean by that and how does it relate to his concern about economic nationalism?
3. How must global firms in the future be different regarding identifying with society as a
whole?
4. How does a franchise system with its use of local entrepreneurs contribute to the integration
desired by Isdell?
5. Isdell warned against simply extracting and not putting something back. What challenge did
Coca-Cola have in that regard? Think of an example of another firm or industry that may
heed Isdell’s warning and explain the reason for your selection.
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Chapter 1: Globalizing Business
Additional Discussion Material
(From Prep Cards)
Critical Discussion Questions
1. A classmate says: “Global business is relevant for top executives such as CEOs in large
companies. I am just a lowly student who will struggle to gain an entry-level job, probably
in a small domestic company. Why should I care about it?” How do you convince her that
she should care about it?
2. On Ethics: What are some of the darker sides (in other words, costs) associated with
globalization? How can business leaders make sure that the benefits of their various actions
(such as outsourcing) outweigh their drawbacks (such as job losses in developed
economies)?
3. On Ethics: Some argue that aggressively investing in emerging economies is not only
economically beneficial but also highly ethical, because it may potentially lift many people
out of poverty. However, others caution that in the absence of reasonable hopes of decent
profits, rushing to emerging economies is reckless. How would you participate in this
debate?
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 1: Globalizing Business
Review Questions
1. What is the difference between international business and global business, as defined in this
chapter?
2. Why are you studying global business? How does it affect your future?
3. What is the most fundamental question driving global business? Why is it important?
4. How would you describe an institution-based view of global business?
5. How would you describe a resource-based view of global business?
6. After comparing the three views of globalization, which seems the most logical and sensible
to you?
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 1: Globalizing Business
It is a new force sweeping through the world in recent times.
It is a long-run historical evolution since the dawn of human history.
It is a pendulum that swings from one extreme to another from time to time.
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.