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Professor Alan Rugman, Henley Business School: New thinking required


Themes: Guest speakers, Marketing and strategy

Professor Alan Rugman

The 2009 CIBAM Distinguished Lecture featured Professor Alain Verbeke speaking on his new book International Business Strategy; a book that will have boardrooms poring over its every word in great detail. It dispels guru messages using real cases and constructs a new framework for the essence of international business strategy and the foundations of global corporate success.

“Brilliant” is how Professor Alan Rugman of Henley Business School describes the new book International Business Strategy by Professor Alain Verbeke. If you set out to describe the myths of guru business thinking you need supporters; here Professor Rugman says why he thinks new thinking is needed.