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Currently a key issue for every MNC marketing manager is the choice among globalization, multinationalization, and triadization. 1 In a nutshell, MNCs must select one of the following three strategies:
(1) Globalization, in which the world is viewed as one giant market and superficial regional and national differences are ignored
(2) Multinationalization, in which the world is seen in terms of a number of large and small markets whose differences dictate considerable product and marketing mix adaptation
(3) Triadization, in which attention is concentrated on the huge, homogeneous, and predictable market of the Triad-the United States, Western Europe, and Japan
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