The world, and people’s thinking, has arguably gotten a lot more global in the last years, especially with the advent of the Internet. We’ve seen it in innumerable ways, across society. One post could never really do justice to the increasingly global nature of the way we think. So for today, I thought (I hope!) it might be interesting to look at a bit of the way this process has affected business, and how it plays out in crime fiction.
As the world has gotten smaller, many businesses that were previously local or regional have become international. One of them is Starbucks. It started as a local Seattle company but it’s hardly local now. You may say that part of Starbucks’ growth is smart marketing. But the company has also had a global perspective. And as you know, Starbucks is just about everywhere. There are dozens of crime-fictional references to the company, too. One I like very much is in Robert Rotenberg’s Old City Hall, which concerns the murder of popular radio personality Kevin Brace. At one point, the police take an interest in one of Brace’s colleagues Donald Dundas. On hearing that he often starts his day in a local coffee shop, the police try to guess which one. They hear some of Dundas’ colleagues talk of a trip to ‘Four Bucks’ to get coffee, but it turns out Dundas has chosen a smaller, independent shop.
It’s not just Starbucks either, of course. McDonald’s has also become a global contender, and of course, it features in a lot of different crime novels. For instance, there’s a reference to the company in Peter Temple’s Bad Debts. In one plot thread of that novel, sometime-attorney Jack Irish and some of his friends/colleagues are on their way to a horse race in which they’ve got some money invested. Along the way they stop at a ‘Maccas.’ As I say, that’s just one of many, many references to the company that pop up worldwide.
Tesco is another company that’s ‘gone global.’ Based in the UK, it has branches in several different countries now. There’s an interesting Tesco scene in Caroline Graham’s A Ghost in the Machine. In one plot thread of that novel, self-styled medium Ava Garrett has suddenly died of what turns out to be poison. DCI Tom Barnaby and his team connect this death to the earlier death of financial advisor Dennis Brinkley. Ava’s daughter Karen is temporarily being looked after by nineteen-year-old Roy Priest, who lodges with the Garretts. Roy is a product of the government’s child welfare system, and wants more than anything to spare Karen his fate. So he looks after her as well as a misfit nineteen-year-old can. At one point, he sees that she needs new clothes and other things. So he takes her on a shopping trip to Tesco. Karen is awestruck by everything that’s sold there, and delighted to have some new things all her own.
As you’ll know, not all global ventures have been successful for companies. Thanks to an interesting comment exchange with Australian author Geoffrey McGeachin, I learned that Starbucks pulled out of Australia. Tesco’s attempt to gain a foothold in the US market was also unsuccessful.
So, does this global expansion of companies and their culture mean that the small independent local or personal business is doomed? People don’t agree on this question, but I don’t think so. The advent of the Internet and global reach has meant that small businesses and individuals can market themselves to an international audience. Erm – you’re visiting my blog, aren’t you? And if you don’t live near me, this is just one example…
We certainly see that in crime fiction too. In Håkan Östlundh’s The Intruder, for instance, we are introduced to Malin Andersson, whose living comes from a very successful and lucrative blog called Malin’s Table. Its focus is sustainable food, recipes and the like. She and her husband Henrik Kjellander also have another source of income. They plan to be away from their home on the Swedish island of Fårö for two months, and have arranged to sub-let their home. For this purpose, they use a company that matches available homes with people who’d like to have a temporary tenancy in them. The company itself is a small business, but because of the Internet, it has a global reach. If you’ve ever booked a B&B online, you know the kind of reach I mean. When the family returns from their trip, they find their home in terrible condition. At first they think it’s a case of slipshod, inconsiderate tenants. But then, other things happen that make it clear that someone has targeted the family. Fredrik Bronan and his police team investigate, and they’ll have to act as quickly as they can to find out who would want to hurt the family and why, before something tragic happens.
Nelson Brunanski’s John ‘Bart’ Bartowski may not be the most technologically savvy character in fiction. But he certainly understands the value of promoting a small business globally. He and his wife Rosie own Stuart Lake Lodge, a fishing lodge in northern Saskatchewan. They do spend time at the lodge, but their home is in the small town of Crooked Lake, south of the lodge. Stuart Lake Lodge does get some local trade. But a great deal of the company’s business comes from international visitors. Bart has arrangements with travel agents in several places, and, of course, a toll-free number, so that the lodge’s reach is much larger than you might think.
Smaller, independent businesses also rely on simply doing things better, if I may put it that way. Just ask Kerry Greenwood’s Corinna Chapman. She’s a Melbourne-based baker who prides herself on making ‘real’ breads, rolls and other baked goods. She uses fresh ingredients and markets locally. When a large competitor opens one of its franchises on the same street where Chapman has her bakery, she faces stiff competition. Her employee and apprentice baker Jason Wallace does some reconnaissance at the new bakery and reports that the bread’s not made nearly as well. Still, the new place does attract a lot of trade – until ergot is found in some local breads, and poisons some customers. Now Chapman faces the closure of her own bakery unless the source of the ergot is found.
So, can small, independent businesses compete against the behemoths? They’re certainly not doomed to failure. Of course, a lot depends on the particular business and market; and each industry is different. But the Internet has made it possible for even one-person businesses to ‘go global.’
ps. The ‘photo is an example of a small business with a global reach. This is a case of very nice wine from Peju, in California’s Napa region. It’s not by any means a huge winery, but no matter where you live, you can connect with Peju and see what you think of their wine.
*NOTE: The title of this post is a line from Queen’s Machines (or, ‘Back to Humans’).