Einheit 2 Flashcards
economic power shifts since end of WWII
After second world war,
global business was
dominated by Europe and
the US
With the growth of Japan,
a triad of global economic
powers was formed in
the 1980s
Emerging markets are
again changing the
puzzle of global business
in the new millennium
regional insights africa, asia
Africa: Being labeled the “hopeless continent” in 2000 by The
Economist, we now have a more positive perspective
Asia: Asia is the global economic growth engine since the 1990s,
with specific significance of China and India
regional insights europe, north, south america
Europe: Being the birthplace of global business, Europe currently tries
to find its position between Asia and North America
North America: With the US as the strongest global economy, North America
runs more aggressive global economic strategies than Europe
South America: While being resource-rich, South America struggles to develop a strong position in the global economy
Europe’s hisorty of trade
Since 500 BC.
Cross-border Economic Activities develop; trade routes to
China exist since 500 BC (e.g., Silk Road)
Age of Exploration (15-18th century):
Global explorations and colonization by European powers and establishment of colonial trade networks
Industrial Revolution
(18th to 19th Century):
Technological advancement revolutionizing production and a
surge in international trade and global business expansion
World Wars Impact (20th Century):
Economic shifts and restructuring post-World Wars and the emergence of global institutions like IMF and World Bank
European Integration
(Mid-20th Century-):
Formation and evolution of the European Union and impact of
the EU’s Single Market on business dynamics
Era of Globalization (Late 20th to early 21st century):
European businesses play central role in global interconnectedness and technological advances reducing
international business barriers
Europe’s present position
Role in world trade & economics:
-As mentioned: The largest amount of FDI is between US-Europe,
BUT this can (and most likely will) change
-Europe is struggling to maintain its good position (reasons below)
Power of EU vs. nations: Role of the single market and trade policies
Digitalization: Europe embraces digital transformation but is behind
China and the US
Sustainability: Initiatives under the European Green Deal for
sustainability
Politics: Various countries are struggling with polarization
-Brexit: Adjustments in response to new trade barriers
-Elections: Right-wing parties won various elections across
countries, partly resulting in protectionist tendencies
-War (Russia-Ukraine)
important european firms
Siemens AG:
-pioneers in electrification and automation
Wienerberger:
-world’s largest brick producer, emphasis on sustainable production
Xapgemini:
-global leader in consulting and technology services
North America’s history
Pre-1400s
Indigenous trade networks across the continent
1400s & 1500s
European exploration initiates colonization and first
international trade routes (Christopher Columbus 1492)
1600s & 1700s
Mercantilism and the triangular trade dominate the economy, with European powers exploiting resources
1800s
Industrial Revolution and infrastructure projects (e.g., Transcontinental Railroad) spur growth and expansion of MNCs
1900s
World Wars, the Great Depression, and the creation of international economic
institutions (IMF, GATT) reshape trade policies
1994
NAFTA established significant shift towards regional economic integration
among Canada, Mexico, and the USA
2000s
Digital revolution, 2008 financial crisis, sustainability trends, COVID-19
Pandemic → new challenges, transformation of global supply chains and business practices
North America: present & Future
Staying on top is difficult amidst foreign competition & internal struggles
Role in world trade & economics: Preparing for the rising
influence of emerging markets (especially China) through policies
(subsidies for innovation and increasing protectionism e.g., tariffs)
Digitalization:
-Businesses are rapidly integrating digital technologies to streamline operations and access new markets (e.g., USMCA = Free trade agreement that replaced the North American Free Trade Agreement (NAFTA) with several updates reflecting modern
trade issues (digital trade, intellectual property, …).
-Government subsidies for innovation in AI, blockchain, and IoT
are expected to revolutionize business operations and market
approaches (aim at staying competitive with China)
Sustainability:
Shift towards sustainability, with companies increasingly committed to environmental, social, and governance
criteria (ESG); regional- and state-level sustainability initiatives
Politics: Tensions within the US given an increasing polarization
(i.e., ) and populism
American Firms
Usually, the most well-known
MNEs are still from North America
BOEING:
-among the largest global aerospace manufacturers
-government contracts -> public and private sector impact
Apple:
-Tech giant, pioneering sustainablity in tech manufacturing
Tesla:
-expanding global footprint
-innovating energy storage and clean energy products worldwide
South America’s history
Pre-1500s
Indigenous trade networs across the continent
Colonial Era
(15-19th Century)
European colonization for resource extraction (gold, silver), trade monopolies and forced labor systems
Early Post-Colonial
time (19th Century)
Emergence of independent nations, opportunities for international commodities trade and investment
19th and early 20th Century
Expansion of international trade in commodities (coffee, sugar,
minerals, rubber) and European and North American investment in
infrastructure to facilitate extraction and export (railways, ports)
20th Century
Increased foreign investment, especially from the United States, rise
of import-substitution industrialization policies, political instability, economic nationalism and persistent social inequality
Late 20th Century to Present
Adoption of neoliberal economic policies, regional economic
integration initiatives, and continuing challenges including income
inequality, corruption, and environmental degradation
South America Present and Future:
The factors that hindered international trade in the past still persist
Role in world trade & economics:
-Key role in global commodity trade, grapples with market volatility
-Regional integration and trade deals are progressing, despite
internal economic disparities
Digitalization:
-Growing tech hubs contrasted with wide digital divides
-Initiatives for connectivity expansion impeded by infrastructure and
socioeconomic gaps
Sustainability:
-Rich biodiversity with initiatives for renewable energy and
conservation
-Challenges: deforestation, mining impacts, and policy enforcement
Politics:
-Economic progress amidst political instability. Anti-corruption and
reforms are ongoing, with varying degrees of success across the
continent
South american firms
Consequently, it is difficult to
become a successful international firm from SA
Petrobras:
-publicly-held Brazilian multinational corporation in the petroleum industry
-significant international presence
mercado libre:
-largest e-commerce platform in Latin America, often linked to ebay or amazon
-listed on NASDAQ, expanded across LA and globally
Embraer:
-one of largest manufacturerers of commercial jets up to 150 seats
-strong global presence
–privately-owned and publicly traded
Asia history
Asia’s rise as an international economic
superpower began after WWII
European Colonization (16th to 20th Century):
European Colonies control trade routes and resources in Asia
Rise of Trade Companies
(1600s-20th Century):
British and Dutch East India
companies
Post-World War II (Mid-20th Century)
Asian countries gaining independence,
Japan’s economic miracle, rapid
growth of the Asian Tigers
China’s Economic Reform (1978)
Opening up of China under Deng Xiaoping to become a global
manufacturing hub and a key international player
Regional Economic Integration (Late 20th C.)
Initiatives like ASEAN and RCEP aim to promote economic cooperation and reduce trade barriers
ASEAN = Association of Southeast Asian Nations
RCEP = Regional Comprehensive Economic Partnership; free trade agreement among Asia-Pacific nations
Digital Revolution (21st
Century):
Rise of technology companies transforming Asia into a global
leader in technology and innovation
Asia Present and Future
China and other Asian countries are aiming for international trade leadership
Role in world trade & economics:
-Dominant in manufacturing, electronics; pivot to service sectors
-US-China trade tensions, diversifying trade with RCEP and CPTPP
Digitalization:
-Leader in tech innovation, e-commerce, digital finance
-High-tech cities contrast with rural areas lacking infrastructure
Sustainability:
-Green tech focus, but environmental degradation and urban
pollution persist
-Energy demands grow with economic growth, challenging carbon
reduction goals
Politics:
-Regional power dynamics complex with China’s rise. Internal
political issues and human rights concerns impact global relations
Asian Firms
Many international firms come from the Asian Tigers, but we also see a rise in other Asian markets
Samsung electronics:
-global leader in consumer electronics, semiconductors, and smartphones
-combines public shareholding and family-led business apsects
Alibaba Group:
-major multinational conglomerate specializing in e-commerce, retail and technology
-strong international presence
-publicly traded with one of the largest IPOs in history
tcs:
-leading global IT servies, consulting, business solutions organization
-strong footprint in it outsourcing
-part of larger tata group, publicly traded on Indian stock exchanges
Oceania history
From colonialization, to
independence, to commodity exporters & tourism hubs
Pre-Colonial Trade:
-Various indigenous peoples engaged in trade amongst themselves mainly based on barter (exchange of goods)
European Arrival (16th Century)
Introduction of global trade routes, colonization (Britain, France,
Germany) and the beginning of the shift in indigenous economies
19th to Early 20th Century
Expansion of European colonial economies with plantation systems
(Fiji, Papua New Guinea), export of sugar, copra, wool, meat, and
dairy, and the introduction of labor force from India and China
Post World War II and Decolonization
Movement towards independence, emergence of new nation-states
and reorientation towards diversified economies
Late 20th Century to Present
Increased globalization and trade liberalization, the emergence of
regional trade agreements, Australia and New Zealand as exporters
(minerals, coal), and smaller economies focusing on tourism and
niche exports (e.g., bottled water from Fiji)
Oceania Present and Future
Role in world trade & economics:
-Australia and New Zealand dominant in mining, agriculture, services, and the global supply of certain raw materials
-Small islands face geographical isolation and limited diversification
Digitalization:
-Rapid advancements in Australia and New Zealand juxtapose with Pacific islands’ connectivity and digital access challenges
Sustainability:
-Committed to dealing with climate change due to its vulnerability
to rising sea levels and extreme weather, however, full transition
faces economic and infrastructural hurdles
Politics:
-Stable governance in major nations provides a favorable business climate
-Smaller islands need stronger regional political collaboration to
amplify their voice in global affairs
Oceania Firms
Not many international firms from
Oceania are known outside this region
ANZ:
Australia and New Zealand Banking Group
-one of the largest banks in Australia
-operates with a strong presence in the Asia-Pacific region
Fletcher Building:
-one of new zealands largest listed companies
-operates in new zealand, australia, and the south pacific
-contributes significantly to local economies
Qantas:
-australias largest airline
-broad international footprint
-pioneering long-haul flight services
-leading sustainablitiy efforts in aviation
Africa History
Pre-Colonial Era
Trade networks within the continent and with the outside worlds, indigenous systems of commerce and exchange
Colonial Era (Late 15th Century – Mid 20th Century)
European colonization led to exploitation of Africa’s resources,
including the transatlantic slave trade and extraction of raw materials for European markets
Post World War II and Decolonization
African countries gained independence, seeking economic selfsufficiency
amidst challenges of political instability and neocolonial influences
Movement towards independence, emergence of new nation-states
and reorientation towards diversified economies
Late 20th Century to Present
Integration into global economy, foreign investment, structural
adjustment programs initiated by international financial institutions
(mixed outcomes)
Africa present and future
Exploitation continues to be
a problem in establishing an independent position
Role in world trade & economics:
-Africa’s market is resource-rich, AfCFTA set to bolster trade selfsufficiency
-Global Partnerships represent opportunities, however, external
market dependency and raw material focus remain challenging
Digitalization:
-Rapid mobile uptake sparks tech growth, however, access is uneven
Sustainability:
-Renewable energy projects are expanding, leveraging Africa’s vast
potential
-However, environmental management struggles against the pressures of industrial and agricultural expansion
Politics:
-Political reforms are emerging, but governance issues, corruption,
and civil unrest still pose significant risks to economic stability and
investment attractiveness
AfCFTA (African Continental Free Trade Area): An agreement to create a single continent-wide market for goods and services, aimed at boosting trade
and economic growth within Africa
African Firms
struggling in establishing an importan international role
Dangote:
-one of africas largest industrial conglomerates
-primarily cement manufacturing, sugar, salt, flour milling
-extensive operations across several african countires
MTN:
-leading telecommunications provider in africa
-african countires and middle east
safaricom:
-largest mobile network operator in kenya
-mobile payment service, transformed financial services in the region
differantiaton by economic characteristics by supranational instutions
IMF:
-IMF differentiates between ‘Advanced’ and ‘Emerging and Developing’ Economies
-There are no explicit thresholds
-Around 17% of all countries are considered ‘developed’
UNDP:
-UNDP differentiates between ‘Developed’ and ‘Developing’ Countries
-Ranking based on the Human Development Index (HDI)
-Relative threshold: 25% highest HDI-ranking countries are always developed countries
World Bank:
-World Bank differentiates between “High-Income” and ‘Low- and Middle-income’ Countries
-High-income categorization if US$ 14,005 GNI per Capita is exceeded (for 2025)
-Around 28% of all countries are high-income
Emerging Markets
= markets that can no longer be defined as developing markets but at the same time do not meet all characteristics of a developed market
EM provide potential new operational locations and consumer markets for developed market firms, and at the same time bring new competitors.
An interesting group of EM are
the BRICS.
Volkswagen in China
Volkswagen invested early in China as the emerging operational location offered opportunities
-In 1984, Volkswagen set up the Shanghai Volkswagen Automotive Co. Ltd., an International Joint Venture with three Chinese Partners. Volkswagen owned 50%of the equity.
-Joint Venture partners were Shanghai Automotive Industry Corporation (SAIC,
25%), providing substantial operational support; the Bank of China (15%), supporting the financing of the venture; and the China National Automotive Industry Corporation (CNAIC, 10%), providing the network in the Chinese automotive industry.
-The first car produced was the VW Santana
-Emerging operational locations, like China in the 1980s and 1990s, offer
operational opportunities for investing firms.
-International firms consider investing in foreign factories or facilities in emerging operational locations largely because of low factor costs.
-In the short run, regulatory and political uncertainty, cumbersome
administrative processes, or challenging infrastructure provide challenges for
investing firms.
China as emerging consumer location for VW
-The Santana, rather unsuccessful in developed markets, was a major success in China, selling up to 300.000 units annually
-Volkswagen was able to operate with a rather low marketing and advertising
budget in China as competition was extremely limited, and most sales was
business-to-business in the 1980s and 1990s
-In 2001, Volkswagen had a market share of more than 50% in China
-While absolute sales were still increasing afterward, market share was
decreasing significantly since then
-Economic growth leads to more demand in emerging markets, while competition is rather limited
-Consequently, international firms enter emerging markets to sell their products
-Complex regulations, missing experience with distribution systems, and different demand structures (e.g., different culturally driven preferences) may provide challenges for investing firms
new relevant competitors for global markets from emerging markets (BYD)
-The Chinese market provided relevant growth opportunities, not only for
international firms
-BYD used its competencies in battery development and –production to develop and produce electric vehicles (EVs)
-In 2023, BYD was the largest EV producer globally
-While the core sales market of BYD is still China (as of 2024), the company is
continuously expanding its global footprint
-Emerging market firms may have significant advantages (e.g., used to difficult market environments with relevant growth opportunities)
-Those firms are often high-end producers in specific markets and may start competing with developed-world companies
-Firms, however, could also be low-end producers that are highly efficient and
competitive (e.g., export-oriented emerging market firms)
-Such firms regularly display different internationalization behaviors due to
differences in management styles and “late-comer” status
BRICS
BRICS is an acronym for Brazil, Russia, India, China, South Africa
The label BRICS was originally developed in the context of international investment strategies by former Goldman Sachs Chairman Jim O’Neill
BRICS today is a supranational institution and geopolitical counterpart to the G7
At the beginning of 2024, Egypt, Ethiopia, Iran, and the United Arab Emirates joined the organization (now referred to as BRICS plus)
BRICS plus is supposed to give a stronger geopolitical voice to the global south
More than 40 additional nations either expressed interest or formally applied as potential future members of BRICS plus