The article begins by explaining the strategic need to “think globally”. It analyses strategic perceptions of what and where the market is, and examines the competitive consequences of global thinking by the enterprise. The requirements of enterprise capacity for the effective national...

A fundamental implication of the work of Hofstede, Hampden‐Turner and Trompenaars, and other contributors to the developing body of experience and knowledge about international culture and management is that cultural interpretation and adaptation are a prerequisite to the comparative...