Ghemawat e a semiglobalização

O recente livro de Pankaj Ghemawat “Redefining Global Strategy – Crossing Borders in a World Where Differences Still Matter” argumenta que ainda vivemos num mundo de diferenças: “differences between countries are larger than generally acknowledged. As a result, strategies that presume complete global integration tend to place far too much emphasis on international standardization and scalar expansion.”

Ghemawat propõe as seguintes conclusões:

• “The real state of the world is semiglobalized.
• The world will remain semiglobalized for decades to come.
• A semiglobalized perspective helps companies resist a variety of delusions derived from visions of the globalization apocalypse: growth fever, the norm of enormity, statelessness, ubiquity, and one-size-fits-all.

Semiglobalization is what offers room for cross-border strategy to have content distinct from single –country strategy.”

Estas conclusões são muito interessantes, dado que abrem uma janela que permite escapar ao apocalipse da globalização, e deixar de ver o preço como a única forma de seduzir clientes.