Many have written on topics related to global strategy, but only a limitednumber of conclusions have been reached.Mesadag (2000) argues that global marketing is a particular form of international marketing which – in its truest form does not exist. Its essenceis that it covers a broad spread of the world’s countries and that it strives toconsciously standardise its marketing strategy between those countries.Svensson (2001), comments that a company’s global strategy
is closelyrelated to its corporate strategy. The corporate strategy guides theperformance of a company’s overall business activities and the allocations of resources to achieve establ