Global Integration or Local Responsiveness? Multinational Corporations’ Public Relations Strategies and Cases

Research output: Chapter in Book/Entry/PoemChapter

1 Scopus citations

Abstract

Multinational corporations (MNCs) are increasingly dominating the world economy. U.S. companies have expanded their markets by opening foreign subsidiaries in ever-increasing numbers. European and East Asian companies have also extended their reach since the late 1980s by opening subsidiaries across the globe (Shuter & Wiseman, 1994). According to Bartlett and Ghoshal (2000), MNCs account for more than 40% of the world’s manufacturing output and almost a quarter of world trade. About 85% of the world’s automobiles, 70% of computers, 35% of toothpaste, and 65% of soft drinks are produced and marketed by MNCs.

Original languageEnglish (US)
Title of host publicationInternational Media Communication in a Global Age
PublisherTaylor and Francis
Pages299-318
Number of pages20
ISBN (Electronic)9781135838836
ISBN (Print)0415998999, 9780415998994
DOIs
StatePublished - Jan 1 2009
Externally publishedYes

ASJC Scopus subject areas

  • General Arts and Humanities
  • General Social Sciences

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