Redefining Global Strategy: Crossing Borders in A World Where Differences Still Matter

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Adaptation

Adjusting to Differences

“Everything should be made as simple as possible, but not simpler.”

—attributed to Albert Einstein

PART 1 OF THIS BOOK established the context of semiglobalization and developed a framework for thinking about the differences across countries and a template for evaluating cross-border strategic options in light of such differences. Now we turn to what to do about differences, starting with the strategy of adaptation, or adjusting to differences.

Some degree of adaptation is essential for virtually all border-crossing enterprises. Consider just two of the examples discussed in part 1:

• Cement is close to a pure commodity produced with a mature technology, but Cemex must still adjust to ...