Purpose – The authors believe that corporate culture, if correctly aligned with the external environment, is the key to long‐term organizational success. The paper aims to explain how CEOs can take an abstract concept like culture, visualize it, and take steps to harness its power to create...

"Geared toward undergraduate and postgraduate students studying international marketing, International Marketing, An SME Perspective blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape."--Jacket