search query: @author Morden, T. / total: 4
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| Author: | Morden, T. |
| Title: | Thinking globally and managing locally. |
| Journal: | Management Decision
1991 : VOL. 29:2, p. 32-39 |
| Index terms: | INTERNATIONAL MARKETING MARKETING STRATEGY MARKET SEGMENTATION MANAGEMENT DEVELOPMENT FREE TRADE |
| Language: | eng |
| Abstract: | The strategic need to "think globally" is explained. Strategic perceptions of what and where the market is in reality are analyzed. The competitive consequences of global thinking are examined. The requirements of enterprise capacity for the effective national implementation of international strategies are investigated. This means "managing locally". Some of the skills and personal traits of the international manager are considered. It is shown that the process of international management development needs to place an emphasis on developing cultural sensitivity. Decentralized structures with extensive local autonomy are also needed. A variety of case examples and studies are illustrative of the international strategies. |
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