The new and updated edition of this widely used text is equally useful for undergraduate and graduate students of international business. Its student-friendly format, detailed coverage of classic and
The new and updated edition of this widely-used text is equally useful for undergraduate and graduate students of international business. Its student-friendly format, detailed coverage of classic and
Globalization has been under extreme pressure in the wake of the financial crisis. Multinational firms are weighing the costs and benefits of international scale and scope, and are increasingly under
In a textbook for students of marketing, psychology, or other disciplines, marketing scholars from Germany and the US survey psychological theories that may be considered relevant within market psycho
Practical insights on the role of the entrepreneur in the global business contextEntrepreneurial ideas that look great on the drawing board can turn out to be deal breakers when introduced in real mar
