For example, McDonald’s positions itself as the icons of globalization. It can be found almost
anywhere in the world. In The Lexus and the Olive Tree: Understanding Globalization, Friedman
introduced the Golden Arches Theory of Conflict Prevention that no countries with McDonald's
had gone to war with each other. Later in The World is Flat, Friedman changed the theory into
the Dell Theory of Conflict Prevention that no countries within Dell’s Supply Chain had gone to
war with each other. Dell is increasingly replacing McDonald’s as the icon of globalization.6
On the other hand, The Body Shop is known as an emblem of social equality. Although
sometimes considered as anti-capitalist or anti-globalization, The Body Shop philosophy is in fact
in favor of global marketplaces. Nevertheless, people perceived that The Body Shop answers the
anxieties and desires of social equality—something that is often forgotten in the globalized world.