Jihad vs. McWorld - Benjamin R. Barber [180]
8. IBM is at number 7 and General Electric at number 9. Thirty of the top 100 remain American. Japan is next with 128 of the top 500, followed by Britain with 40, Germany with 32, and France with 30. Fortune, July 26, 1993, p. 188.
9. Business America, April 6, 1992, p. 5.
10. These figures are all from Gary Hoover, Hoover’s Handbook of World Business (Austin: Reference Press, 1994), pp. 158–161.
11. Just as America conducts the bulk of its trade with its immediate NAFTA neighbors, so the Common Market and the Pacific Rim countries conduct over 60% of their trade within their own blocs. Vital World Statistics, p. 152. These figures for intra-European trade have increased regularly since the early seventies.
12. The historical time comment is by former Nigerian President General Olusegun Obasanjo and the others are from reports also cited by Kennedy, Preparing for the Twenty-First Century, p. 210.
13. Forbes, July 19, 1993, pp. 182–184.
14. All the figures in this section are from Gary Hoover, Hoover’s Handbook of American Business (Austin: Reference Press, 1994), and the Hoover’s Handbook of World Business.
15. Richard W. Stevenson, “IKEA’s New Realities,” The New York Times, April 25, 1993, p. F 4.
Chapter 4. From Hard Goods to Soft Goods
1. Bill Keller, “Transition in Africa,” The New York Times, September 25, 1993, Section I, p. I.
2. Fortune, July 26, 1993, pp. 188–204. Estimates vary so widely because they reflect different media—print, broadcast, billboard, and direct mail.
3. Ben H. Bagdikian, The Media Monopoly, fourth edition (Boston: Beacon Press, 1992), p. 246.
4. Lewis Cole, “Screenplay Culture,” The Nation, November 4, 1991, pp. 560–566.
5. Bernard Weinraub, “Ovitz Firm Gets AT&T Executive,” The New York Times, June 17, 1994, p. D 1.
6. Lester Brown et al., eds., Vital Signs 1993: The Trends That Are Shaping Our Future (Washington, D.C.: Worldwatch Institute, 1993), pp. 80–81.
7. Ibid. Also see Jackson Lears, Fables of Abundance: A Cultural History of Advertising in America (New York: Basic Books, 1994).
8. Fortune, July 26, 1993, pp. 188–204. The loss in prestige of a traditional brand name can devastate a company, as the recent history of Ovaltine, White Cloud bathroom tissue, Old Gold cigarettes, or Lavoris mouthwash suggests.
9. Luciano Benetton in an interview “Krieg ist Realität” [War Is Reality], in Der Spiegel, September 1994, p. 127. He adds that honesty has not cost Benetton any market share.
10. In fact, this HIV ad was the first salvo in a campaign to introduce a new magazine being published under Benetton’s logo called (naturally) Colors. Why is an apparel company publishing a hip international magazine? For the same reason Sony has put Sony Style on the newsstands: to exploit a new merchandising strategy, the magalog. “Part life-style book, part catalog, there are now more than 100 of these hybrids whose strategy is to reach customers directly and treat every page as a marketing opportunity.” Charles Lee, “Trends: Advertisers Move into Publishing,” Newsweek, November 1, 1993, p. 69.
11. Roddick has been compelled to back off on some of her environmental claims recently.
12. Quantum Systems Inc. in Ramsey, New Jersey, has patented a system that replaces telephone ringing sounds and busy signals with fifteen-second ads. Theresa Riordan, “Patents,” The New York Times, June 27, 1994, p. B 2.
13. “A major uproar followed the announcement last month that Space Marketing Inc. of Roswell, Ga., in cooperation with Lawrence Livermore National Laboratory in California and the University of Colorado, planned to launch a one-mile-wide display satellite into orbit around Earth. The spacecraft, made of thin plastic film, would reflect sunlight to Earth from aluminized letters or symbols.” Malcolm W. Browne, “City Lights and Space Ads May Blind Stargazers,” The New York Times, May 4, 1993, p. C 1.
14. Quoted by Donella Meadows, “The Global Citizen,