A Philosophy for Globalization

Abstract

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.

Citation

Kustin, R. (1993), "A Philosophy for Globalization", Marketing Intelligence & Planning, Vol. 11 No. 2, pp. 4-8. https://doi.org/10.1108/02634509310027873