Dramatic changes are taking place in the world of international business as we enter the 21st century. Increasing levels of international trade and foreign direct investment, the growth of huge multinational corporations and the emergence of new centres of economic prosperity are all evident. Businesses are faced with the challenge of having to survive and succeed in this competitive environment. This book looks specifically at the question of how firms attain a sustainable competitive advantage (SCA) in a global environment characterized by above average levels of geographic scope, marketing...