Dramatic changes are taking place in the world of international business as wemove forward in the twenty first century. Increasing levels of internationaltrade ... » 

Dramatic changes are taking place in the world of international business as wemove forward in the twenty first century. Increasing levels of internationaltrade and foreign direct investment the growth of huge multinationalcorporations and the emergence of new centres of economic prosperity are allevident. Businesses are faced with the challenge of having to survive andsucceed in this competitive environment.This book looks specifically at the question of how firms attain a sustainablecompetitive advantage SCA in a global environment characterised by aboveaverage levels of geographic scope marketing convergence and crossnationalinterdependencies.This work will be of essential interest to academics and researchers in thefields of international strategy and international business. «