Think global, act local

One of the case studies in this chapter is on Ford, one of the largest motor manufacturers in the world and one of the first corporations to act globally but think locally. Ford is undeniably a major US corporation but a whole generation of motor cars, e.g. the Popular, the Cortina and the Anglia, were considered in the UK to be quintes-sentially British. Ford appeared to many in the UK to be a British company — hardly surprising as it acted as if it was by having a major UK manufacturing base that not only produced vehicles for the UK market but also exported from the UK.