Managing Innovation, Design and Creativity

Chapter 4. A note on globalisation

While global aspects play only a secondary role in the BBC case study, I would nevertheless like to take the opportunity to expand on that subject as many organisations are grappling with the issue. Not least because in the 2005 survey of the Boston Consulting Group, globalisation was cited as one of the biggest challenges facing many companies in 2005. ^[18] There are some words that need explaining before one can start a discussion on it; like 'innovation', 'globalisation' is one of them. People have different expectations and concepts in their mind when talking about it. The varying perceptions cause confusion and misunderstandings about the scope and implications of globalisation. And as academic Wood (2000) points out, "Globalisation is fiercely controversial and triggers strong emotions."

Is globalisation a myth or reality? What does globalisation actually mean? What drives and hinders globalisation? What are the advantages and downsides? What does globalisation mean in the context of new product development – does a global product exist? Is globalisation for everyone and what are structures that might facilitate global innovation? This chapter explores these questions and attempts some answers.

MYTH OR REALITY?

Within five years there will be two kinds of managers – those who think in terms of a world economy and those who are unemployed.

—Peter Drucker

Recent research suggests that globalisation is a myth.

—Rugman & Hodgetts (2001)

Williamson stated ...