The globalisation dispute in marketing

Chris Halliburton and Reinhard Hünerberg

European Management Journal, 1987, vol. 5, issue 4, 243-249

Abstract: The authors review some of the major issues in the current globalisation dispute in marketing. They argue that there is a need to disentangle the separate issues, for example -- international, multinational from global firms; centralisation (which is internal/ organisational) from standardisation (which is external/market-driven); marketing procedures (organisation, planning and control) from marketing strategies and operations. They feel that the debate has been polarised and that a sensible approach must be to avoid "universal solutions" or one-off, anecdotal examples in the quest for actionable conclusions based upon hard evidence. The task should be to produce practical recommendations for given international firms facing given market conditions rather than the construction of elegant theories.

Date: 1987
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