The ethnocentric approach is out.

• Position: Views of Egon P.S. Zehnder, Chairman of Egon Zehnder International Inc. - Special Section: Being a Global Leader

The Ethnocentric Approach Is Out

Any company today can - indeed does - bill itself as a global entity. Touting this capability has become a marketing gimmick for some; for others, a way of saying "we're just as up-to-date as everybody else." For a handful of exceptions it is a firm commitment, an integral part of the company philosophy.

While anyone can jump on the global bandwagon, there are certain factors that differentiate those who merely talk a good game from those who are the serious global contenders. The latter group consists of those who will remain or emerge as world leaders in their industry as the shift to one global market accelerates.

Becoming truly global, like any fundamental cultural change, starts at the top - i.e., with the board and senior management. A company with a serious commitment to better positioning itself to compete in the global arena will want to have multinational representation on its board and within the ranks of its top management.

While few companies yet have this sort of representation, in our work as executive search consultants we see an encouraging trend: that of American corporations seeking well-known international, non-American business leaders and entrepreneurs to serve on their boards. This trend is sure to intensify in the years to come. A more diverse group of directors with in-depth experience with global alliances and multinational operations will constitute the broader framework that boards will need to make decisions in the more complex business environment of the future.

Global companies will want to ensure that they have capable managers to assume leadership roles in the future, so management development is also a key to success. Companies that have so far only paid lip service to international experience must now elevate it to the position of importance it deserves. Too often, going abroad to work for a corporation is viewed by bright, young, ambitious management potential as a one-way ticket to oblion. Companies must reward those who are willing to assume the risk and inconvenience of passing the acid test abroad.

As international on-the-spot experience becomes a more prized commodity, having worked for one or more companies internationally will become the sine qua non for a career with a multinational corporation. In Europe, today, it already is the key criterion for advancing to a top management position.

Any company that is serious about participating in global business in a...