Think globally, act locally.
The radical slogan of an earlier day, “Think globally, act locally, ” has been assimilated by transnational corporations with far greater success than in any radical strategy. The recognition of the local in marketing strategy, however, does not mean any serious recognition of the autonomy of the local….
Arif Dirlik (1992:34)
We are not a multinational, we are a multilocal.
Coca Cola executive (Quoted in Wilson and Dissanayake 1992:2)
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Book title: The Anthropology of Globalization: Cultural Anthropology Enters the 21st Century. Contributors: Ted C. Lewellen - Author. Publisher: Bergin & Garvey. Place of publication: Westport, CT. Publication year: 2002. Page number: 185.
This material is protected by copyright and, with the exception of fair use, may not be further copied, distributed or transmitted in any form or by any means.