The limits of global strategy
Abstract
Since Theodore Levitt's seminal article was published in 1983, globalization has become a dominant theme of international strategy. The popularity of the concept has led to overuse and misuse, so that companies may speak of “global” strategy when they actually mean “international” and are speaking in a general sense of anything connected with doing business outside the domestic market.
Citation
Segal‐Horn, S. (1996), "The limits of global strategy", Strategy & Leadership, Vol. 24 No. 6, pp. 12-17. https://doi.org/10.1108/eb054570
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited