The theme of the 2005 EIBA Annual Conference – Landscapes and Mindscapes in a Globalized World – is an acknowledgement of the multifaceted attributes of today’s international business. Landscapes evoke the structural and fairly objective aspects of international business, for instance the economic, geographical and spatial dimensions of cross-border activities. In contrast, mindscapes conjure imagery of the perceptual, and hence fundamentally subjective, aspects of such activities. Few international business scholars would deny that both aspects are important and that our field must necessarily encompass both, but because our scholarship seldom treats them in tandem we are left with partial and isolated insights. To understand an increasingly globalized world of business we need not only to comprehend its landscapes and its mindscapes, but also how they shape each other and together evolve into ever more complex patterns of reality.