In order to operate effectively in an environment of borderless markets, standard products and globalization marketing global multinational corporations have to function under a corporate philosophy which can sustain such concepts. In support of globalization theory, suggests that a holistic corporate philosophy approach is capable of maintaining congruence within the global multinational organization. Derives the basis of this approach from two major theoretical assertions: American and Japanese corporations are based on historically different conceptual foundations of business – American companies tend to be analytical, while Japanese companies are holistic. Views a holistic philosophy as a more effective corporate philosophy for the global multinational corporation.
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