Indeed, the fact is that most ‘global’ companies have the great bulk of their sales within their own domicile of what
Ohmae called the ‘triad’ of North America, the European Union, and Asia—at the beginning of this decade, of the whole Fortune 500, only Coca-Cola had more than 20% of its sales in Asia, while the seemingly ubiquitous McDonald’s had less than 14% (Rugman & Verbeke,2004, pp. 8–9).