| Publication |
2006.
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| Summary/Abstract |
What is new about globalisation? The growth of international marketing is looked at, and then Manek Kirpalani and Mika Gabrielsson turn to the main subject. The empire-building strategy of Ancient Rome, in comparison to the ongoing hegemony-building approach of the US highlights what multinational enterprises (MNE) should be doing to dominate markets. Such strategies emphasise the importance of global integration of worldwide activities and necessary market adaptations, but more importantly they introduce a third vector-control through size and power-that emerges as a requisite for successful global leadership.
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