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Conclusion

In: The New Role of Regional Management

Author

Listed:
  • 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)

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.

Suggested Citation

  • Björn Ambos & Bodo B. Schlegelmilch, 2010. "Conclusion," Palgrave Macmillan Books, in: The New Role of Regional Management, chapter 11, pages 275-278, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-27387-0_11
    DOI: 10.1057/9780230273870_11
    as

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