International Business and Raging Tigers: Operationalizing the Global Paradigm

Refines and operationalizes the globalization of markets theory. Although cultural evolution tends to be homogenizing many of the world′s tastes and wants, such trends are far from universal. Realizing that the globalization of markets theory, as it now stands, is over‐simplified,enhances this by embracing the theories of anthropologists, who emphasize the impact of technology upon cultural evolution and change.