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| Author: | Craig, C. S. Douglas, S. P. |
| Title: | Developing strategies for global markets: an evolutionary perspective |
| Journal: | Columbia Journal of World Business
1996 : SPRING, VOL. 31:1, p. 70-81 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, UNTERNEHMENSSTRATEGIE |
| Language: | eng |
| Abstract: | How can companies of all kind compete effectively in an increasingly diverse global landscape? The authors suggest that the appropriate response depends on a firm's level of involvement in international markets: whether a firm is just entering international markets, is aggressively expanding its international presence or is attempting to rationalize far flung global operations. The authors identify appropriate strategies for leveraging competitive advantage at each phase of international involvement. They show how paramount tasks, such as learning, building and leading, must evolve through each phase. |
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