Summary: The Lexus and the Olive Tree - Thomas Friedman - Understanding Globalization

This work offers a summary of the book "THE LEXUS AND THE OLIVE TREE: Understanding Globalization" by Thomas Friedman. New York Times columnist Thomas Friedman is widely regarded as one of America's leading commentators on world affairs. Globalization is a fundamentally new and better way to do business. As such, a new and brighter era of globalization is just in the process of beginning as all the major marketplaces evolve towards becoming global markets.
Thomas Friedman uses a metaphor to explain the challenges in the upcoming era of globalization: the human drive for enrichment and the best products (represented by the Lexus) will sometimes conflict with the natural desire to hold on to what has traditionally mattered in creating a sense of national and personal identity (represented by the Olive Tree). The challenge for individuals and nations will be to find and maintain a healthy balance between those two perspectives.
According to Thomas Friedman, globalization creates the opportunity to sell into vast markets but pure commercial success will only be meaningful if it can be accomplished using means that reflect the individuality and cultural values of the people involved. The Lexus and the Olive Tree is a challenging and provocative book for all who care about how the world really works.