Conclusion

Björn Ambos and Bodo B. Schlegelmilch
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Björn Ambos: Vienna University of Economics and Business Institute for International Marketing and Management
Bodo B. Schlegelmilch: Vienna University of Economics and Business Institute for International Marketing and Management

Chapter 11 in The New Role of Regional Management, 2010, pp 275-278 from Palgrave Macmillan

Abstract: Abstract We started this book with a positive statement on globalization. In concluding the book, we want to reiterate this positive tone. More importantly though, we would like to reemphasize that casting the debate in the polar extremes misses the multifaceted complexity that exists in reality. There is an important regional dimension between globalization and localization that is too often neglected. There are too many fine-grained stages of integration versus responsiveness that are missed in the debate. Contrasting only standardization versus adaptation is far too bold to capture the finegrained intricacies of the international marketing process. And in a similar vein, centralization versus decentralization inevitably fails to reflect the subtleties in strategy development and implementation.

Keywords: Regional Management; Multinational Firm; Soft Factor; Home Region; Global Advantage (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-27387-0_11

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DOI: 10.1057/9780230273870_11

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