Book Review Cultural Variations and Business Performance Contemporary Globalism

Yıl 2012, Cilt: 1 Sayı: 1, 67 - 70, 01.01.2012

Bryan Christiansen

Öz

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Book Review Cultural Variations and Business Performance Contemporary Globalism

Öz

Chapter 6 concerns research in international strategy and marketing which has mainly gone from a multidomestic focus to a global focus. Reality seems to indicate that more and more multinational enterprises (MNEs) have been implementing regional strategies as opposed to either global or multi-domestic ones. Debate has been active over the last two decades on the reality of globalization and regionalization. This

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