search query: @author Douglas, S. P. / total: 10
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| Author: | Douglas, S. P. Wind, Y. |
| Title: | The myth of globalization. |
| Journal: | Columbia Journal of World Business
1987 : WINTER, VOL. 22:4, p. 19-29 |
| Index terms: | EXPORT MARKETING INTERNATIONALIZATION |
| Language: | eng |
| Abstract: | The design of an effective global marketing strategy does not necessarily entail the marketing of standardized products and global brands worldwide. The key to success is rather a careful analysis of the forces driving towards globalization as well as the obstacles to this approach, and to assess, based on the company's strengths and weaknesses, where the most attractive opportunities and the company's differential advantage in exploiting these appear to lie. |
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