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| Author: | Walle, A. H. |
| Title: | International business and raging tigers: operationalizing the global paradigm |
| Journal: | Management Decision
1992 : VOL. 30:2, p. 35-39 |
| Index terms: | INTERNATIONAL BUSINESS MARKETING THEORY CULTURE TECHNOLOGY STRATEGIC PLANNING |
| Language: | eng |
| Abstract: | The wide popularity of the globalization of market models has given a piece of hyperbolic argumentation more credibility than is appropriate; given it the status of a sophisticated paradigm, which it is not. The Esso "Tiger in the tank" burns universally for all peoples, but there are other burning tigers that flame uniquely for specific peoples. Such oversimplifications, hovewer, must be overcome and the global theory must be operationalized with modern theories of social change and stability. In order to do so, aspects of culture which resist change are explored. It is shown how the negative ramifications of oversimplification can be purged from global thinking by linking the new tendencies to the strategic planning. |
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