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companies and international partners has grown by nearly 27% annually since 1985, roughly one-third of all such alliances have failed. Ohmae (1989) contends that one reason for this may be that most firms are "nearsighted" with "their field of vision dominated by home country" stakeholders and that everyone else "is simply part of ‘the rest of the world’" (p. 38).
As the globalization of business increases so does the likelihood that at least some members of a firm’s marketing network will be foreign controlled. By definition, these global alliances are almost always cross-cultural relationships...
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