Defines transnational strategy as the integration strategy formulation and implementation across all countries in which the company elects to do business, in contrast to a multidomestic (or “multilocal”) approach that provides for independent development and implementation of strategy by...

Recently international organizations as e.g. the International Monetary Fund or the GATT have increasingly been criticized particularly by developing countries. Even the creation of a kind of super-UNCTAD is under discussion. Other institutions are also subjected to increasing pressure to...

Global brands have never quite delivered on their promise. This article focuses on why this may now be about to change. The author first addresses three basic issues: why global brands m atter more now than in the past; what distinguishes them from national brands; and the main building blocks...