CONTENTS 
~ 
The Role of the Transnational Corporation in the 
Global Marketplace: A Critical Perspective 
Marc T. Jones and Alladi Venkatesh 
[Introduction 
Background to Current Management Thinking 
A Political Economy Perspective 
Global Convergence and the TNC 
The TNC and the International Division of Labor 
Global Convergence and Development Institutions 
Standardization and Differentiation in the Global 
Economy 
The Post-Cold War World: Competing Hegemonies 
or Global Capitalism? 
Global Culture, Marketing, and Consumption 
Conclusion 
COMMENTARY oo 
Transnational Corporations, Globalization, and 
Commodity Chains: A Comment on Jones and 
Venkatesh 
David A. Smith 
COMMENTARY 
Radical Criticism and Global Marketing: A Comment 
on Jones and Venkatesh 
Richard McIntyre 
Method 
Consumption in Postmodern Capitalism 
Transnationals in Postmodern Capitalism 
Conclusion 
- 
Institutional Patterns of Information Technology 
Diffusion . 
Nikhelish Dholakia, John Willy Bakke, and Ruby Roy Dholakia 
The Cerebral Society 
The Diffusion Gap 
Oracles of Optimism 
The Disenchanting Performers 
Home Computers 
Debit Cards 
[Information Services 
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