Purpose – This paper aims to provide a personal perspective on the extent to which business schools have globalized what they teach and to make content‐ and process‐related suggestions about how to make further progress. Design/methodology/approach – The paper provides a mixture of...

Purpose – The paper aims to look at the sustained differences among countries in devising and evaluating marketing strategies. Design/methodology/approach – The paper uses the example of football to illustrate this view of globalization. Findings – The paper finds that border‐crossing...