Beating the big guys: How to counter the global threat

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Given that size, status and power are so widely coveted nowadays, it's heartwarming to learn of instances where the smaller guy has outwitted a more eminent rival. Thanks to globalization, the issue is especially pertinent in the business world where encounters between corporate versions of David and Goliath are becoming ever more frequent. On the face of things, the outcome of these gladiatorial mismatches seems inevitable. Transnational organizations muscle their way into new markets wielding advantages in the shape of superior technologies, brand reputation and economies of scale. In response, domestic incumbents have little choice than to wave the white flag and accept their fate with dignity. Or do they?

Practical implications

Identifies measures and strategies local firms can take to defend their position against global entrants into the domestic market. Points out actions taken to implement a companywide focus on innovation and design. Notes effective strategies for increasing demand for new products.

Social implications

Points out the threat global firms pose to local culture and traditions. The potential for exploitation of labor and negative impact on employment is likewise noted.

Originality/value

Provides insights and practical thinking about the role of ethical values and sustainability in today's business environments.

Citation

(2010), "Beating the big guys: How to counter the global threat", Strategic Direction, Vol. 26 No. 5, pp. 6-9. https://doi.org/10.1108/02580541011035384