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| Author: | Lussier, R. N. Baeder, R. W. Corman, J. |
| Title: | Measuring global practices: Global strategic planning through company situational analysis |
| Journal: | Business Horizons
1994 : SEP-OCT, VOL. 37:5, p. 56-63 |
| Index terms: | GLOBAL MARKETING STRATEGIC PLANNING INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | According to Peter Drucker (1989), within five years there will be two kinds of managers - those who think in terms of a world economy and those who are unemployed. The trend toward globalization is now widely recognized, and customers, not industry competitors, decide when a market is global. The key question for the firm in a global industry is not whether to globalize, but how, how fast, and how to measure progress over time. In response to these questions, we have developed the first self-assessment diagnostic instrument, in the form of questionnaire, to measure a firm's globalization practices in six key result areas: global management team , global strategy, global operations, global technology and R&D, global financing, and global marketing. |
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