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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1525-383X
- DOI
- 10.1108/1525383X200400009
- Publisher site
- See Article on Publisher Site
Abstract
Three strategic perspectives exist in dealing with globalization: convergence with the rational Anglo perspective, divergence of the local cultural perspective, and a hybrid cross‐vergence. A fourth alternative “transvergence” ‐ a transformative reinterpretation and application of the indigenous cultural perspective ‐ is identified, that firms can learn over time to combine their strong ties to the local environment with technological and institutional change. Three case studies highlight the process of transvergence. The findings suggest that a focus on the transvergence perspective can be an important addition to our understanding of how globalization can affect firm behavior and result in new business strategies.
Journal
Multinational Business Review – Emerald Publishing
Published: Jun 17, 2004
Keywords: Globalisation; Transvergence; Business strategy