While the mainstream literature on knowledge-intensive business services (KIBS) has long emphasized their customized nature and their role in exploring new knowledge to satisfy each client's needs, recent research has argued that competition is inducing KIBS firms to standardize their offer. In...

This article presents a case study of the ?roll-out? of a "world car" (the Fiat Palio).Based on original fieldwork carried on by the author in 6 countries (Italy, Brazil,Poland, Turkey, Argentina, India), it describes one of the most diverse internationalstrategies in the recent history of the...