International business realisms: globalizing locally responsive and internationally connected business disciplines

In: International marketing and management research

In: Palgrave Pivot

Abstract

International business is a complex and interdisciplinary field. It encompasses regular currency and political risks alongside fundamental uncertainties and variations in international development, collaboration, social values and shared objectives. As globalization expands our markets across national boundaries, institutional innovation and experimentation is essential for countries to brand their products globally and develop internationally acclaimed products. This book distills practical implications for effective international and domestic marketing