Abstract
AbstractThis commentary discusses the need for an internationalist approach in today's competitive global markets. Albert C. Bersticker, Chairman and CEO of Ferro Corporation, a US multinational in operation since 1919, draws upon his experience at the helm of a successful and growing manufacturing operation and gives several important lessons for strategic and competitive management of an international corporation. Bersticker elucidates the challenges facing today's global business manager, and puts the overall mission of any company doing business overseas into an appropriate context. Being aware of both the risks and benefits of competing in an ever‐changing world is the key to success in the global economy according to the author. © 1998 John Wiley & Sons, Inc.
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