The startingpoint is a discussion of the currentcontroversy regarding globalisation strategies. Theconditions for success and barriers to worldwidemarketing strategies are analysed and suggestionsmade for their successful implementation. Againstthe background of a global strategic orientation,the selection of an appropriate organisationalstructure, the adaptation of management systemsand the global reorientation of organisational cultureare examined. These issues are analysed withinthe context of a temporal and stepwise countrybycountryconcept. Both English language andGerman literature are integrated in the globalisationfield.
Industrial Management & Data Systems – Emerald Publishing
Published: May 1, 1991