Why do so many global strategies fail--despite 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...

Introduction -- Defining and measuring globalization (with Steven A. Altman) -- The depth of globalization -- Globalization in historical perspective (with Geoffrey G. Jones) -- The globalization of business -- The breadth of globalization and distance -- Distances at industry and company level...