[McKinsey] 박스오피스 수익으로 다시 보는 세계지도

[ 출처 : McKinsey Quarterly ]

No more than 25 percent of economic activity is truly global, yet visions of a borderless planet entrance many senior executives. To grasp the realities of a world where distance and differences still matter, they should develop "rooted" maps, which correct the misimpression that a viewer's vantage point doesn't influence the way things look.   The starting point for rooted maps is to create a reference map depicting your industry environment, but not your own company's or country's place in it. An executive at a film studio, for example, might develop a map in which the size of countries reflects their total box office revenues and the color depicts the market share of domestic movies.   By comparing the reference map with rooted maps, executives can identify the impact of borders, distances, and differences. Read "Remapping your strategic mind-set" (August 2011) to see rooted maps depicting the worldwide revenues of US versus Indian films, the exposure of German and US banks to problematic European loans, and the provenance of the oil supplies of China, Europe, and the United States.