Controls for setting the coordinate system and the active center for transforms to use are on the default main toolbar.
The Reference Coordinate System list lets you specify the coordinate system used for a transformation (Move, Rotate, and Scale). Options include View, Screen, World, Parent, Local, Gimbal, Grid, Working, and Pick.
The Use Center flyout provides access to three methods you can use to determine the geometric center for scale and rotate operations.
The Use Pivot Point Center option, available from the Use Center flyout, lets you enable rotation or scaling of one or more objects around their respective pivot points. When Auto Key is active, Use Pivot Point Center is automatically chosen and no other option is available.
The Use Selection Center button, available from the Use Center flyout, lets you enable rotation or scaling of one or more objects around their collective geometric center. If you transform multiple objects, 3ds Max calculates the average geometric center of all the objects and uses that for the transform center.
The Use Transform Coordinate Center button, available from the Use Center flyout, lets you enable rotation or scaling of an object or objects around the center of the current coordinate system. When you designate another object as the coordinate system with the Pick function (see Specifying a Reference Coordinate System), the coordinate center is the location of that object's pivot.