VIEWPOINT: The myth of global strategy
Alan M. Rugman
(Kelley School of Business, Indiana University, Bloomington, Indiana,USA)
8356
Abstract
Suggests that globalization is a myth and does not exist in terms of a single world market with free trade. States that instead business is triad‐based, with companies operating on a regional level rather than global. Concludes that due to government regulation of the service sectors, which limits free market movement, businesses need to think local and act regional and forget globalization.
Keywords
Citation
Rugman, A.M. (2001), "VIEWPOINT: The myth of global strategy", International Marketing Review, Vol. 18 No. 6, pp. 583-588. https://doi.org/10.1108/EUM0000000006300
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited