Understanding international strategy in the professional service industry: the case of the international marketing communications sector

Boojihawon, Dev K. and Young, Stephen (2002). Understanding international strategy in the professional service industry: the case of the international marketing communications sector. In: McDonald, F.; Tüselmann, H. and Wheeler, C. eds. International Business: Adjusting to New Challenges and Opportunities. Academy of International Business Series. Basingstoke, UK: Palgrave Publishing, pp. 166–180.

URL: http://www.palgrave.com/products/Catalogue.aspx?is...

Abstract

Published in association with the UK Chapter of the Academy of International Business (AIB), this ninth volume in the AIB series focuses on the new challenges and developments in the field of international business. The book successfully brings together an integrated set of research concepts and results to present some contrasting views about how international business is adjusting to the challenges and opportunities that the 21st century presents.

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