Globalization and nationalism in a multinational accounting firm: The case of opening new markets in eastern Europe

As major multinationals involved in global expansion, the Big Six are investing in new markets throughout those parts of the world where they believe they can make money. This paper presents a detailed case of how one of the Big Six invested in the former Soviet Union, as it moved towards capitalism. The case presents issues of national pride, national stereotyping, constructing managerial identities and political decision processes in a story of an emergent global strategy. Thus, the paper applies and develops theories of identity and nationalism in explaining the detailed mechanisms of imperialism. The continuing internal debate about the objectives and motives of these firms, whether their focus is on multinational clients or on developing local firms, institutions and markets, has important implications for national public policies in relation to these firms. These issues are crucial in the emerging economies of Africa, Asia and Eastern Europe, where the spread of global capitalism is still open for debate. (C) 1998 Elsevier Science Ltd. All rights reserved.