EL MUNDO hOy. GESTIÓN DE LA DIVERSIDAD. UN IMPERATIVO ...

the Rise of a Multi-Polar World.
From Global Connection to
Global Orchestration
Mark Spelman
Global Head of Strategy de Accenture
Responsable de las relaciones de Accenture
con el World Economic Forum
1. Introduction
This article deals with a critical issue concerning internationalization.
Firstly, it attempts to provide a sense of the dynamics that are affecting
this multi-polar world. We will look at the short term and at some
current realities and then examine these same realities from a long-term
perspective, in particular their implications for business.
Every single day, you see very mixed signals. For example, global
trade is up, but yet, at the same time, unemployment in many countries
is increasing. In the financial markets, the bond yields in countries like
Greece and Italy continue to oscillate daily, creating uncertainty and
anxiety. How do we interpret all of these things? We need a structured
way of understanding some of these events at a time of significant uncertainty.
Many companies and executives are desperate for context to
make sense of what is happening.
The other reason why understanding context is so important is that
the macro-economic geopolitical context impacts the structure of industry.
As industry structure and sources of value change, so do the winners
and losers in those industries, and then what evolves are the different
strategies deployed by the winners compared to the average players. This
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