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Explanation: Millar, I am sure you have this following text. I am showing it here for my explanation, as well as for others to have a clearer idea of "currents" and "cross-currents".
Students should show an awareness of the fact that currents are macro forces, those outside the organisation and therefore not always controllable but in order to manage effectively must be identified and managed. Cross currents are the new trends in international marketing but students should stress that for managers it is the impact these currents have on the competitive landscape.
I see "cross" as "lateral" here. This force is operating on a micro level (compared to the currents on a macro level) within the market itself. Activities such as strategic alliances, cooperations between governments, investment in R&D, etc are all taking place between companies (company-to-company) or countries (country-to-country). See the "lateral" element in here????
I must say I am not 100% sure. I tried to find info on "cross-currents" but there seems to be NOTHING!! I used to study M.Porter's work too but I have not heard of this.
Let's wait to hear if others have more information. I am very interested to know more about this. Maybe you can try on the English forum too. I think if you get a clearer explanation on cross-current, you can find an appropriate Chinese term for it.
Porter (1986) identified that the forces driving international marketing could be divided into currents and cross currents.
PS: You and Thomas are in the same class?:)))
clearwater China Local time: 07:19 Native speaker of: Chinese PRO pts in pair: 2358
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