It’s no surprise that there are McDonalds, KFC, Pizza Hut, Starbucks, and Burger Kings in Kuala Lumpur (and all corners of the world), but there is also California Pizza Kitchen (did not know they had so many branches!), Chili’s, TGIFridays, Subway, and Dunkin Donuts. The malls contain luxury brands such as LV, Gucci, Armani, Coach, Fendi, Chanel, etc. but also Zara, Mango/MNG, Gap, Banana Republic, Topshop, Forever 21, Tiffany’s, and of course Asian or local brands unfamiliar to the American/European consumer, including the subsets of known to European but not American + vice versa.
Foreign Devils
As (mostly) American or European brands move into Asian, African, South American areas, some people have a great disdain for the ‘domination’ or at least ‘invasion’ of these foreign brands and stores, believing them to corrupt the pure cultural sensitivities of the unadulterated, less-developed nation and sweeping out native, local business, in the process inducing a behavior of materialism that maybe wasn’t inherent to the people before, promoting worship of physical goods rather than positive and wholesome values such as budgeting, loyalty, and hard work, which were originally in the community.
In reality, however, one cannot simply denounce consumerism as materialism, or that foreign impulses are all bad. It is true that some manufacturers are taking advantage of the cheap labor and may employ less than fair means, but it is hard to deny that these foreign stores do not play a role in the development of a country. When taking a class on Branding at MIT, our professor was fond of saying that luxury brands were often the first to enter an emerging market, and that it helped kick-off the process of development. For a country that maybe is not able to invest in itself yet, the interest and attention of an outsider can act as knowledge transfer, leading to better self-directed projects in the future. Of course, this requires that the exchange actually is knowledge transfer and that the locals are benefiting from the process by being involved in the direction and decisions of the projects.
Local Content
In development work, this view is fairly accepted, and most agree that mere donations in the give a man a fish vs. teach a man to fish manner is not enough to help a community grow and is not sustainable. For projects, outside guidance is ok, fine, welcomed, but the stakeholders, risk takers, and beneficiaries should have local sympathies. From a microfinance point of view, an essential piece for the community to flourish is local businesses, run by locals, to benefit the locals, and if at all possible, offering products made by locals. Trade then leads to wealth and an improved standard of living.
All in all, it’s an exaggeration to assume that the existence of foreign companies is all bad, but it certainly must be managed with local businesses. This is where in many cases the government has started to play a greater role, offering grants and funding to local ideas and entrepreneurs and with a growing trend of looking for “local content” in foreign projects.
Not All Local
But there are no blanket statements, and in some instances, we decry local companies. Some products really have to stand on a global platform. Facebook, for example, is a global phenomenon, and it’s more useful this way, allowing people from all over the world to connect rather than each country having their own, limited network. Microsoft Office is likewise useful, allowing compatibility between all the documents exchanged between different countries and business as usual would be nearly impossible without it. China is an interesting country to study in these instances, having created many websites that are almost identical to their American parent websites (xiaonei v. facebook, youku v. youtube, etc). Plagiarism? Jobs for local talent? How do you balance the two? Then there is also the question of search engines, Baidu v. Google, and now, Bing. Google and Bing have both been known to be a different product in China than the rest of the world based on controlled search results, and at this point, for better or for worse, maybe they simply must be if they want to be there. But is it right? What’s wrong with it?
Globalization occurs at a much more rapid pace now, and with its many changes poses interesting questions that we have only begun to ask and answer

ou see, understand, learn. Words from a teacher to clarify a difficult concepts clear as crystal; words from a parent to show that they love you. With your words, you have great power over how you choose to influence the people around you and how you establish your presence in the world. Words can command respect and give respect.





