Abstracted from InternationdMarketing Review 4, No. 3 (Autumn 1987): 29-44.Globalizing marketing strategies has been a long-standing issue in international marketing. Savings resulting from standardization must be weighed against any losses in effectiveness of country level operations. In this article, Daniels discusses how regional operations can serve as a stepping stone to establishing effective global standards.This study was conducted in Europe because of: (1) the region's significance to the business world, (2) the large number of countries in relation to the region's size, (3) the movements to remove regional restrictions on trade factor mobility, and (4) the area's highly developed transportation and communication systems. Mem-
Scholars disagree on IB's domain and future prescription, yet agree that research will engage topics dealing with dynamic change and hard-to-explain phenomena. This paper builds on these views, endorsing a multiparadigmatic perspective that complements IB's scientific and humanist paradigms with that of chaos theory. The latter, we argue, is instrumental in studying the non-normal patterns of nonlinear, far-from-equilibrium systems. We illustrate our ideas in the context of NGOs. Journal of International Business Studies (2008) 39, 1081–1090. doi:10.1057/palgrave.jibs.8400400
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