The ethnocentric approach is out.

Directors & BoardsVol. 16 Nbr. 1, September 1991

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Views of Egon P.S. Zehnder, Chairman of Egon Zehnder International Inc. - Special Section: Being a Global Leader

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The ethnocentric approach is out.

The Ethnocentric Approach Is Out

Any company today can - indeed does - bill itself as a global entity. Touting this capability has become a marketing gimmick for some; for others, a way of saying "we're just as up-to-date as e...

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