Purpose – The paper aims to look at the sustained differences among countries in devising and evaluating marketing strategies. Design/methodology/approach – The paper uses the example of football to illustrate this view of globalization. Findings – The paper finds that border‐crossing...

If markets were either completely isolated by or integrated across borders, there would be little room for international business strategy to have content distinctive from ‘mainstream’ strategy. But a review of the economic evidence about the international integration of markets indicates...

This paper studies a new frontier in the understanding of International Strategy (IS). To explore it, we propose the analogy of the ecology of firms and places as a way to emphasize that the real problem is the colocation of different places with different types of firms. Locations are in fact...