“…It is quite clear that the consumers of Western Europe, Japan, and the United States are not highly standardized to global products, and that, in turn, corporations from these regions also seem to behave under different rules, logic, and strategies. Even within Western Europe, there is a clear difference in the business behavior between British and continental European, such as French or Swedish, corporations (Lowenberg, 1999;O'Sullivan, 2000;Ottaway, 2001;Thomsen and Pedersen, 1999;Westney, 1999).…”