The Fender Musical Instruments Corporation has built electric guitars for 60 years. This article examines how the US firm has evolved over time to become a major transnational corporation (TNC). Fender adopts a geographical location strategy that involves manufacturing differently priced guitars in contrasting world regions.
High-class instruments for professional musicians are built in the USA, while mass production for high-street sales takes place in a growing number of lower-wage locations spread strategically throughout the world, including Mexico, China and India. With cultural globalisation encouraging worldwide diffusion of Western guitar music, Fender increasingly views these emerging economies as important new markets for its products, and not simply places where they are manufactured.
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