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In der französischen Studie "Der neue Geist des Kapitalismus" von Luc Boltanski und Eve Chiapello (2003) werden einschneidende Veränderungen der Arbeits-und Beschäftigungsverhältnisse sowie die Wiederkehr der sozialen Frage als Folge und Ausdruck neuer kultureller Orientierungshorizonte und Rechtfertigungsformen (poleis) beschrieben. Weiterhin werden diese Phäno-mene, die bisher entweder auf einer organisatorischen Ebene (z. B. Transformation der Arbeits-und Beschäftigungsverhältnisse) oder in einer sozialpolitischen Perspektive (Prekarisierung, Privatisierung sozialer Risiken) getrennt diskutiert wurden, in einen kultur-und institutionentheoretischen Zusammenhang gestellt. Mit ihrer Studie verschaffen Boltanski und Chiapello der aus der Mode gekommenen Kapitalismuskritik erneut Geltung. Damit greifen sie ein Thema auf, das offensichtlich ,in der Luft' liegt. Das unterstreicht die große Resonanz, welche die französische Studie diesseits wie jenseits des

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PurposeMultinational companies are considered “driving forces” of globalization and “prime movers” of global sociation. Yet the problems, conflicts, and contradictions in the implementation of global strategies at the micro level – as well as the real possibility that such implementation will fail – are virtually ignored in macro‐sociological studies. Hence, the purpose of this paper is to address this neglect by focusing on a micro level examination of the contribution of expatriates in their interactive role as facilitators and managers, and, their informal social networks.Design/methodology/approachThe interpretation of how global structures are concretely organized and sustained is based on case studies and interviews with German expatriates in Russia. The article examines two particular aspects: the contribution of expatriates in their interactive roles, on the one hand, and their informal social circles, on the other. The analytical framework draws on the concept of “global microstructures”.FindingsExpatriates must maneuver between the conflicts and contradictions that surface from the three‐way relationship between head office, branch office, and the market, and their respective local institutionalized pressures. It is argued that such conflicts and contradictions cannot be resolved within the formal structure of organizations and that, as a result, they are shifted to the level of interpersonal interaction or to informal networks. Global reach as well as microsocial foundations therefore characterize the expatriate's action system.Research limitations/implicationsSince the study is restricted to German expatriates in Russia, further comparative research is needed to sustain the findings for other institutional and cultural settings.Practical implicationsThe findings raise awareness both of the contradictory demands expatriates are confronted with in their everyday work as well as their unique resources. They could contribute to better management training and preparation for expatriates prior to their move abroad.Originality/valueThe paper presents a micro‐sociological view on how systemic integration is actually achieved through a globally stretched as well as locally specified network of interaction. It could be valuable for international strategy definition as well as for personnel managers, and future expatriates themselves.