Localized marketing strategies and the Bible of international business
Abstract
Notes that the New Testament provides a classic case of international marketing strategies in conflict, as well as clues to modern international management. Looks at the development of the organization left behind by Jesus Christ in terms of characters such as Peter and Saul and factors such as ethnic niching and the rise of the organization as a multinational. Considers historical events from the New Testament in terms of modern management thinking and concludes that the analogy is helpful in determining modern international management strategy.
Keywords
Citation
Walle, A.H. (1996), "Localized marketing strategies and the Bible of international business", Management Decision, Vol. 34 No. 7, pp. 5-13. https://doi.org/10.1108/00251749610124855
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited