The cost of globalization.
The contention of this article is that, firms should see "micro-level" and "macro-level", one market and whole market and exploit world market as leverage. This is same as Porter(1986), but author's emphasis is not the same point.
They say in last sentence "Ultimately, this decision needs to be based on the situation of the firm, not on generic industry recommendations or on standerdized solution to a complex set of issues". This is very suggestive that globalization is not always means same things.
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