The starting‐point is a discussion of the current controversy regarding globalisation strategies. The conditions for success and barriers to worldwide marketing strategies are analysed and suggestions made for their successful implementation. Against the background of a global strategic orientation, the selection of an appropriate organisational structure, the adaptation of management systems and the global reorientation of organisational culture are examined. These issues are analysed within the context of a temporal and stepwise country‐by‐country concept. Both English language and German literature are integrated in the globalisation field.
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