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Localized marketing strategies and the Bible of international business

A.H. Walle (University of Nebraska at Kearney, USA)

Management Decision

ISSN: 0025-1747

Article publication date: 1 September 1996

1619

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

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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