Is their multinational nature a key driver of their profits? With their sprawling networks of trade and investment, do US and European multinationals add to home country employment or subtract from it? To what extent does tax avoidance drive corporate behavior and thereby pose challenges to government finances? Do multinationals have financial advantages over single-country companies? How do multinationals influence foreign policy? How will the rise of the digital economy and the digital trade in services affect multinationals?
The authors will present drafts of their papers at this conference at Brookings on Thursday, December In , the International Telecommunication Union reported that 3. Cloud, mobile, big data, the internet of things—they are all potentially transformative tools. But the technology itself is the easy part of this new environment, Chambers said.
How do you change your culture to be able to think in terms of outcomes for your customers? With the information, the connectedness, the computing power, the data, things just are moving at a faster pace, so you have less time to react. Do they have the right people? Where should your headquarters be? Or how many headquarters should you have?
Computer models help Dow make decisions like these so it can run its plants more efficiently and keep costs down. America is the cradle of the consumer goods brand. Here, a free-spending and marketing-saturated public nurtured Apple, Google, Coca-Cola, Microsoft, and countless others to maturity. Many of those brands grew up to conquer other societies, as well.
Taylor, chief marketing officer of the Marketing Science Institute. American companies have lost the most ground in the middle tier of recognizable brand names, says George T. One area from which U. In the appliance category, two Chinese companies, Haier and Kelon , are becoming top competitors for well-known U. The Chinese branding trend is not confined only to hard goods. Sporting goods and sportswear brand Li Ning, well known within China, is building its international profile.
The threat to U. South Korean brands, such as Samsung , LG , and Hyundai , have emerged on the global stage in specific categories, such as smartphones, household appliances, and automobiles. The animosity that many Europeans feel toward the United States is translated into a preference for European or even Asian brands at the expense of U. Plus, experts say, European brands are simply becoming stronger and more consistent.
Meanwhile, European brands are gaining momentum in the areas of white goods and consumer goods, putting the pressure on such well-known U.
For instance, Gaggenau is a popular, high-end European kitchen appliance brand, along with Bosch and Dyson. Multinationals can also tap new technology from around the world. In the United States, Xerox has introduced some 80 different office copiers that were designed and built by Fuji Xerox , its joint venture with a Japanese company.
It was developed by six research centers in five countries.
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