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Redefining global strategy: crossing borders in a world where differences still matter
Why do so many global strategies faildespite companies' powerful brands and other border-crossing advantages? Seduced by market size, the illusion of a borderless, flat" world, and the allure of similarities, firms launch one-size-fits-all strategies. But cross-border differences are lar...
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| Lenguaje: | eng |
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Harvard Business Review Press
2007
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| Acceso en línea: | http://cds.cern.ch/record/2663778 |