TY - JOUR
AU - Kustin, Richard
AB - In order to operate effectively in an environment of borderlessmarkets, standard products and globalization marketing globalmultinational corporations have to function under a corporate philosophywhich can sustain such concepts. In support of globalization theory,suggests that a holistic corporate philosophy approach is capable ofmaintaining congruence within the global multinational organization.Derives the basis of this approach from two major theoreticalassertions American and Japanese corporations are based on historicallydifferent conceptual foundations of business  American companiestend to be analytical, while Japanese companies are holistic. Views aholistic philosophy as a more effective corporate philosophy for theglobal multinational corporation.
TI - A Philosophy for Globalization
JF - Marketing Intelligence & Planning
DO - 10.1108/02634509310027873
DA - 1993-02-01
UR - https://www.deepdyve.com/lp/emerald-publishing/a-philosophy-for-globalization-80BrmfJi13
SP - 4
EP - 8
VL - 11
IS - 2
DP - DeepDyve
ER -