The Global Voice

Michael Morley

Chapter Chapter 4 in How to Manage Your Global Reputation, 1998, pp 24-28 from Palgrave Macmillan

Abstract: Abstract Becoming a global corporation requires speaking with a global voice. This is not so easy as it sounds, and most companies find it difficult to establish the right messages and the right tone in which to express them. At this writing, there are no more than a handful of corporations with a commitment to becoming global in the fullest sense — Ford Motor, GE, IBM, Coca Cola and VISA are a few examples on this very short list. Nor are there many organizations that are truly multinational — the stage of development that immediately precedes the state of being global. Many corporations that believe they are multinational are really regional or super-regional, in the sense that they are well established in more than one region but fall short of being worldwide, or global, in their activities. Moreover, many are really national corporations that have expanded and added appendages in other countries, whose needs and views are not of any significance in the decision-making process.

Keywords: National Corporation; Single Voice; Credit Card Company; Global Reputation; Corporate Position (search for similar items in EconPapers)
Date: 1998
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-14070-1_4

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DOI: 10.1007/978-1-349-14070-1_4

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