This fascinating volume explores the roles played by entrepreneurship and multinational enterprises in the development of the modern world. Geoffrey Jones demonstrates how multinational corporations have driven globalization through the transfer of innovation and cultural values. -- ‘Harvard...

"This book contributes to contemporary globalization debates by providing a survey of the growth and role of multinational enterprises in the world economy over the last two hundred years"--Provided by publisher

Scent and Paris -- How do I look? -- Cleanliness and civilization -- Beauty amid war and Depression -- The television age -- Global ambitions meet local markets -- The uncertain identity of beauty -- Challenges from new quarters -- Globalization and tribalization