9/11 Impacts On International Business Trends
Mr. Speaker, I am honored to present to my colleagues a succinct academic analysis written by Dr. Michael Czinkota of the McDonough School of Business at Georgetown University, and his fellow professors, Gary Knight and Gabriele Suder,…
Mr. Speaker, I am honored to present to my colleagues a succinct academic analysis written by Dr. Michael Czinkota of the McDonough School of Business at Georgetown University, and his fellow professors, Gary Knight and Gabriele Suder, regarding their analysis of the impact of 9/11 on the international business climate and the trends in globalizations. In light of the 10th anniversary of the terrorist attacks on the United States, I commend to you their observations.
Terrorism and International Business--Looking Back and Striving Forward
(By Michael R. Czinkota, Gary Knight, and Gabriele Suder)
The airplanes of 9/11 forced countless multinational
corporations (MNCs) to update their strategic planning. Our
work with executives at more than 150 MNCs shows that ten
years later, companies are still grappling with how best to
manage the terrorist threat.
In the two decades before 2001, the rate at which firms
launched international ventures was growing rapidly. After 9/
11, foreign direct investment fell dramatically as firms
withdrew to their home markets. The popularity of
international-sounding company and brand names decreased
appreciably as managers now emphasize domestic and local
affiliations.
The tendency to reverse course on globalization has been
accompanied by declining international education in the
United States, as revealed by falling enrollments in foreign
language and international business courses. In the past
decade, managers shifted much of their focus from proactive
exploration of international opportunities to a defensive
posture emphasizing threats and vulnerable foreign
operations.
In Europe, the radicalization of individuals and groups,
motivated by ideology, religion or economic concerns,
threatens local cooperation and social harmony. European
business schools have benefited from tighter restrictions on
international student enrollments in the U.S., but the focus
of teaching has shifted from global to regional trade.
Another outcome of the terrorism threat has been a rise of
public-private partnerships, in which governments and firms
collaborate to counter them. For example, global police
agencies now partner regularly with private firms to combat
cyber crime and attacks on critical computer infrastructure.
Governments and activist groups now use social media to
organize campaigns fighting against threats ranging from
dictators to disease. But nations also have begun to curtail
social media when they are contrary to government interests.
The cost of protecting against terrorism is many billions,
while terrorist spend millions or less on their actions.
There are abundant opportunities for small groups to employ
nonweapon technologies, such as aircraft, to cause massive
harm. Though our capacity to protect key facilities has
improved over time, the security focus on high-value assets
encourages terrorists to redirect their violence at ``soft
targets'' such as transportation systems and business
facilities. Greater security at home means attacks will
increasingly take aim on firms' foreign operations.
Companies have placed more emphasis on terrorism risk
considerations when choosing how to enter foreign markets. In
the last century, foreign direct investment (FDI) was the
preferred approach. But terrorism has shifted the balance.
Now many more firms favor entry through exporting, which
permits broad and rapid coverage of world markets, reduces
dependence on highly visible physical facilities, and offers
much flexibility for making rapid adjustments. In terms of
economies of scale and transaction costs, FDI is generally
superior, but the risks of exporting are judged to be lower.
Markets tend to punish failure more harshly than they reward
success, which makes risk-minimizing strategies more
effective.
Skillful management of global logistics and supply chains
cuts the risk and cost of downtime. Firms seek closer
relations with suppliers and clients in order to develop more
trust and commitment. Some have increased ``on-shoring'' by
bringing suppliers
back into the country when their remoteness constitutes risk.
Terrorism causes an organizational crisis whose ultimate
effects may be unknown, and poses a significant threat to the
performance of the firm. Corporate preparedness for the
unexpected is a vital task. Innovative managers develop back-
up resources, and plan for dislocations and sudden shocks
with a flexible corporate response.
Terrorism is a public threat, and some managers believe
government should bear the cost of protecting against it.
Others argue that a public-private partnership is the most
effective approach, with firms taking the lead. There is also
the issue whether corporate headquarters or the locally
exposed subsidiary should fund prevention and preparation
expenditures. Regardless of who pays, everyone can agree on
the need to guard against terrorism.
Every world region is vulnerable, and most attacks are
directed at businesses and business-related infrastructure.
Terrorism requires decision-making and behaviors that support
vigilance and development of appropriate strategies. Managers
who fail to prepare run the risk of weaker performance or
even loss of the firm. While we can no longer choose the
lowest cost option, ten years after 9/11 companies are more
aware, less exposed, and less vulnerable to the risk of
terrorism. But in the next ten years comes the really big
task: What can and should we do collectively and individually
to reduce the causes of terrorism.