Introduction

Petra Kuchinka
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Petra Kuchinka: Johannes Kepler University

Chapter 1 in Levels of Corporate Globalization, 2004, pp 1-14 from Palgrave Macmillan

Abstract: Abstract Globalization has become a keyword in many disciplines and in cultures worldwide. It is a trend that to some seems to offer unlimited opportunities, but to others invokes fear of loss of national identities, erosion of social systems, environmental degradation, loss of employment or loss of national sovereignty. Several different theses have arisen around the dichotomy of enthusiasm versus fear and exasperation. For one group of people, globalization is ‘here to stay’ (the ‘globalist thesis’), for others globalization does not exist (the ‘sceptical thesis’), for the third group it does exist, but it is more complex than assumed (the ‘transformational thesis’) and the fourth group accepts globalization as a phenomenon, but does not like it (the ‘anti-globalist thesis’) (cf. Kirkbride, Pinnington and Ward, 2001, pp. 18ff.).

Keywords: Foreign Direct Investment; Relationship Marketing; Global Account; Corporate Globalization; Marketing Approach (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51131-6_1

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DOI: 10.1057/9780230511316_1

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