A Global Arena
Marc C. Particelli
(Senior vice president with Booz, Allen & Hamilton, Inc.)
182
Abstract
Discusses some of the general trends contributing to globalization from both a market and competitive perspective. Considers a framework for assessing competitive advantage and the features of global products. Concludes that success in global competition depends on working in the three dimensions of product, business system, and marketing; product focus along is unlikely to be enough to protect and strengthen a firm′s core.
Keywords
Citation
Particelli, M.C. (1990), "A Global Arena", Journal of Consumer Marketing, Vol. 7 No. 4, pp. 43-52. https://doi.org/10.1108/EUM0000000002588
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited