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Article: Global communication comes into its own. (includes related article)
- Article from:
- Communication World
- Article date:
- December 1, 1992
- Author:
CopyrightCOPYRIGHT 1992 International Association of Business Communicators. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Twenty years ago recognizing that it was no longer master of the global marketplace, U.S. business determined to compete with foreign corporations head-to-head.
But it has taken those 20 long years for business to come to grips with the tough realities of international trade. The Japanese drive on the left-hand side of the road, so they don't buy American cars; German machine tools are calibrated in millimeters, so they don't buy American parts. But U.S. business always has known how to put steering wheels on the right, and always has known how to build parts to meet any tolerance. The shortcoming was, instead, a kind of shyness mixed with arrogance that kept ...