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Emeritus Professor of Marketing
Corstjens M., Lal R. (2012). Retail Doesn’t Cross Borders: Here’s Why and What to Do About It Harvard Business Review, 90(4), pp. 104-111.
Globalization’s lure is almost irresistible. With the U.S. economy struggling to expand and Europe on the brink of recession, fast-growing markets in the developing world offer the best opportunities for boosting revenues and profits today.Many companies in the developed world are keen to follow in the wake of corporations in a variety of industries—such as Boeing, Coca-Cola, DuPont, General Electric, Hewlett-Packard, IBM, Oracle, Unilever, and Disney—that appear to have succeeded in going global.