Taking research by Warren J. Keegan as founding inspiration, this paper argues that regional market orientation is seen by marketers as antonymic to an international market orientation. Then, in using the identified relationship between globalisation and new regionalism as foundation, we propose that local orientation should today be seen as contiguous to and thus complimentary with international market orientation. We further propose that the current focus on opportunities for competitive enhancement offered at the regional level may demonstrate a significant form of myopia in current UK marketing thinking and practice.
|Number of pages||19|
|Journal||International Journal of Business Studies|
|Publication status||Published - 2007|