Redefining Global Strategy: Crossing Borders in a World Where Differences Still MatterWhy do so many global strategies faildespite companies powerful brands and other border crossing advantages? Seduced by market size, the illusion of a borderless, flat world, and the allure of similarities, firms launch one size fits all strategies. But cross border differences are larger than we often assume, explains Pankaj Ghemawat in Redefining Global Strategy. Most economic activityincluding direct investment, tourism, and communicationhappens