The Evolution of International Business and International Marketing Thought

  • Neil Hood
  • Stephen Young


As the contributions to this volume reveal, Michael J. Baker’s studies have spanned virtually all subject areas within the marketing discipline. It is, therefore, unsurprising that he has made an influential contribution within the international marketing and international business areas. His most notable contribution perhaps was his article on ‘Export Myopia’ (Baker, 1979) which was awarded first prize and the Gold Medal by the Institute of Marketing for their 1978 Marketing Writers of the Year competition. Drawing upon Levitt’s (1960) ‘Marketing Myopia’, Michael Baker argued the case for a much greater marketing awareness by British exporters, and distinguished between the short-termist export selling activity which was characteristic of many British companies and long-term international marketing — ‘a distinction,’ as he puts it, ‘which goes far beyond semantic quibbles or academic debating points’ (Baker, 1979, p. 1).


International Market International Business Multinational Enterprise International Business Study International Marketing 
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© Neil Hood and Stephen Young 1998

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  • Neil Hood
  • Stephen Young

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