TY  - JOUR
AB  - 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.
VL  - 11
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634509310027873
UR  - https://doi.org/10.1108/02634509310027873
AU  - Kustin Richard
PY  - 1993
Y1  - 1993/01/01
TI  - A Philosophy for Globalization
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 4
EP  - 8
Y2  - 2024/04/24
ER  -