Article ID: CBB329204994

The Advantage of Being Swiss: Nestlé and Political Risk in Asia during the Early Cold War, 1945–1970 (Summer 2020)

unapi

Multinational enterprises faced new political risks after World War II in the context of decolonization and the Cold War. The risks were particularly high in Asia between 1945 and 1970. Although the relevant literature has focused essentially on organizational innovation and strategic choices in explaining how firms dealt with these new political risks, this article explores the informal roles that governments of small, neutral countries played in supporting their multinationals abroad. Looking at the case of Nestlé in Asia, the article argues that the backing of the Swiss federal authorities was crucial for the company to overcome various kinds of risks and ensure a long-term presence in the region.

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Authors & Contributors
Marti, Sibylle
Ziauddin, Silvia Berger
Beemen, Olivier van
Ghassan Moazzin
Bui, Keva X.
Sabine Pitteloud
Concepts
Business history
Cold War
International Business corporations
Science and politics
Decolonization
International relations
Time Periods
20th century
19th century
Qing dynasty (China, 1644-1912)
18th century
Places
Switzerland
Asia
United States
Africa
China
Great Britain
Institutions
W.H. Smith and Son
Marconi Española
Heineken’s Bierbrouwerij Maatschappij
International Red Cross
East India Company (English)
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