rketing ......... 38
Responding to changes in Markets ........... 39
Assessing Global Competition ............... 39
Capability-Based Marketing ................. 40
Summary ....................................... 42
3. METHOD .......................................... 43
Introduction to the Methodology ............... 43
Approach ...................................... 43
Primary and Secondary Research Questions ...... 45
Variable Definitions .......................... 46
Data Collection Procedures .................... 47
Data Analysis ................................. 47
Methodological Limitations .................... 47
REFERENCES ............................................... 49
Globalization·the spread of economic innovations around the world and the political and cultural adjustments that accompany this diffusion·is a concept that is expanding rapidly and far-reaching consequences of globalization appear to be inevitable (Lewis & Harris, 1992). The reason lies in the fact that globalization is not the result of a planned activity by a government or a military power
a toward ever larger geopolitical entities. Nor is it the product of some growing ideological conformity on how we should live. It is, rather, the organic result of the virtuous cycle a, by which economic convergence and the diffusion of innovation raise standards of living over time. (Lewis & Harris, 1992, p. 114)
In the above context, globalization has been occurring in one form or another for 3,000 years. The Phoenicians "spread innovations almost entirely through the movement of products (trade) to small centers of development scattered around the Mediterranean. The diffusion of process technology followed after·sometimes centuries later" (Lewis & Harris, 1992, p. 114). Although the speed of globalization through Europe, North America, and Japan had increased by the f...