The authors review some of the major issues in the current globalisation dispute in marketing. They argue that there is a need to disentangle the separate issues, for example -- international, multinational from global firms; centralisation (which is internal/ organisational) from...

Reinhard Hünerberg believes there are exciting and profitable business ventures possible for foreigners in Eastern Europe, and he traces the reasons for these. But factors remain in the situation in this region which counsel strict caution on the part of the foreign investor.