Globalization has been a buzz word for some time now, used to describe a changing economic, political, and social landscape. The word has both positive and negative connotations, depending on who you ask. It can conjure images of new business opportunities or raise fears about losing jobs to competing labor pools. Either way, it signifies a change in how we see the world, the information and resources we have available to us, and maybe even a change in what is expected of us.

　　For companies doing business both domestically and abroad, globalization presents a unique set of responsibilities and opportunities. Rapid advancements in technology allow services to be offered to a wider audience, and in many cases, at a very favorable rate. Access to a diversified supply chain can increase production to levels far beyond what was available to consumers even 20 years ago. A well-known brand in the Unites States can be seen on the T-shirt of a teenager in a European city on any given day of the week. The brand carries with it a cultural message, perhaps even more so than the owner or the producer of the T-shirt realizes.

　　The idea of corporate social responsibility in respect to globalization is gaining popularity in the international arena. As well as financial transparency and obligations to those with a vested interest in the company, this includes the idea of sustainable development, environmental performance, and safety and health of the people involved in actual production. The reputation that a company has in respect to these issues can greatly impact the way consumers, a group that is constantly expanding, respond to its brand

　　When a company has production facilities in an international locale, they have an impact on the resources of that country. One of the prerequisites of increased production, an element of globalization, is an increase in resource consumption. This can be anything from more man hours to higher fuel use. If the company views its environmental performance as an important component of its reputation, it would most likely take steps to ensure that production is managed in compliance with the country's environmental legislation. A proactive approach would be to ensure that production is as clean or, to use another marketing buzz word, as "green" as possible. Presenting this aspect of a business strategy, adopting the practice and even including it in a mission statement, can help a company gain a competitive advantage in an increasingly socially conscious market.

　　Companies doing business abroad also need to pay close attention to changing environmental legislation that impacts their industry. The recent trend in Europe and Asia has been more stringent regulation. Even when the laws are not comparable to existing US legislation, it is imperative to comply with them, not only to prevent environmental damage, but also to avoid costly penalties and fines resulting from non-compliance.

　　Safety and health standards are another component of a company's reputation that consumers are progressively more aware of than ever before. This can be a challenge for companies with more than one facility, and even more difficult when multiple facilities span the globe. The costs associated with implementing a successful safety and health program in the US or abroad must be seen as not only a necessary cost of running a successful business, but also as a way of fostering a more productive workplace. When an employer is able to cultivate a safe, healthy and compliant work environment, less money is spent on workers' compensation costs, compliance violations are avoided and productivity increases. If a company has a reputation of putting worker safety and health high on its list of priorities, it also is likely to attract more potential employees.

　　The world is moving towards standardization in areas such as hazard communication (slowly but surely), most notably with the Globally Harmonized System of Classification and Labeling of Chemicals. In the European Union, it will reportedly be implemented with EU's chemicals legislation Registration, Evaluation, and Authorization of Chemicals (REACH). One objective of these laws is to make it easier for workers, and consumers, to be aware of the hazards associated with the chemicals they are exposed to. Businesses that comply with stringent regulations such as these will likely boost confidence in their brands, as well as keep their work force safe.

　　Businesses with the resources and opportunities to expand internationally are increasing daily. But potential business gains do not need to come at high environmental or social costs to those affected by and contributing to the growth. Globalization presents businesses the opportunity to carry positive values across cultural lines and the occasion to make their reputation one to be respected and followed.