Considers the current thrust in marketing to create global products, brands and strategies but also to “act local” when appropriate. Deciding which elements have similar effects and which are significantly different conceptually requires meta‐analysis of each of the elements. Reviews some...

The Peters and Waterman framework of eight management principles, focused largely on organisational design issues, is used to examine differences between 19 “excellent” and 50 “non‐excellent” firms. Data from large United States manufacturers show that the “excellent” companies...