Journal Article | Ivey Business Journal | 68 | January 2004
Marketing Myopia Revisted: Why Every Company Needs to Start Learning from the World
This article argues that cocooning, or competing only in your home market may make you feel secure, but it is not an option in todays global economy. Being engaged and involved in globla markets is imperative. Nothing less than access to dynamic knowledge and innovative ideas are the main benefits to companies that travel beyond their borders.