U.S. firms may flunk global marketing.

National Underwriter Life & Health-Financial Services Edition, August, 1990

U.S. Firms May Flunk Global Marketing

International research conducted by the Hay Group in more than 200 North American and European companies points to strong cultural differences that will significantly influence business success in the new international playing field.

According to Hay's International Business Culture Survey, the corporate culture in European organizations seems better suited to meet the long-term demands for success in the global marketplace than the culture in North American companies.

The research characterizes European corporate cultures as fostering strong organizational vitality and decision-making. This means that European managers perceive their companies to be more venturesome in their goal-setting, innovative in...

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