publication . Preprint . 2005

Multinational Enterprises in the New Europe: Are They Really Global?

Alan M. Rugman; Simon Collinson;
Open Access
  • Published: 01 Jan 2005
Abstract
Despite a pervasive belief that the world’s largest firms compete globally, the vast majority have most of their sales in their home region. Of the top 500 firms for which regional sales data are available, 118 are from Europe, and they compete predominantly within the European region. On average, 62.8% of their sales are in their home region; only three are global, 8 are host-region oriented and 16 are bi-regional, while 86 are home-region based. To illustrate the four categories, we present case studies of 9 European multinationals — Carrefour, TotalFinaElf, Deutsche Bank, Nokia, Philips, GlaxoSmithKline, L’Oréal Paris, Diageo,and AstraZeneca. We analyze the g...
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