Routledge Frontiers in the Development of International Business, Management and Marketing

There are various aspects in which diver factors affect the way international business activities are performed as well as the ones　in the functional areas of management and marketing. The process of globalisation based on deepened economic interdependence among countries due to international flows of goods and services, investment, and knowledge has recently been put to a test with clear trends in diminishing the significance of integrations and manifestations of nationalism and protectionism.

Globalisation encompasses globalisation of markets and production. The globalisation of markets　has been interpreted as standardisation of products worldwide. However, with the recent developments this type of globalisation diminishes in scope and significance. More specifically, the developed national markets of the advanced economies worldwide now present new challenges to international business development. Hence, marketing activities have become more country-specifics that challenges the creation of future marketing strategies on national and firm level. The limitations in the globalisation of markets affects production globalisation. Trends are that globalisation of production will continue to diminish, possibly progressively, due to the newly increased trade barriers, from increasing costs of transportation, as well as continuously augmenting political, economic, and social risks among many other factors.

This book series is responsible for the publication of a variety of comprehensive books devoted to the major challenges and corresponding trends in the current development of international business, management, and marketing. By means of uniform high quality in terms of product, content clarity and writing style, every volume delivers indispensable contributions for clarifying the specifics and interpretations of the current challenges and ways to deals with them in the fields of international business, management, and marketing. The volumes in the series afford wide-ranging sources to all studying and researching in these broad fields.