David Midgley is Emeritus Professor of Marketing at INSEAD. His previous appointments include the University of New South Wales, the University of California, the University of Pennsylvania and Stanford University. He has over 120 highly cited publications in the areas of innovation, strategy and international business.Sunil Venaik is Associate Professor at University of Queensland Business School, where his research focuses on international business for small and large firms. He is one of the leading business researchers worldwide, based on his extensive research publications and silver medal from the Journal of International Business Studies.Demetris Christopoulos completed his PhD studies in 2017 at the National and Kapodistrian University of Athens. He has worked as a maths tutor, market researcher, multimedia producer, and his research field is noisy numerical analysis. His work at ResearchGate sets him at the upper 4% of all members.

• Chapter 1:  Introduction.- Chapter 2: The New Approach.- Chapter 3: The Unity and Diversity of the Global Matrix.- Chapter 4: The Dynamics of the Global Matrix.- Chapter 5: Summary Conclusions (better title needed!).

David Midgley is Emeritus Professor of Marketing at INSEAD. His previous appointments include the University of New South Wales, the University of California, the University of Pennsylvania and Stanford University. He has over 120 highly cited publications in the areas of innovation, strategy and international business.Sunil Venaik is Associate Professor at University of Queensland Business School, where his research focuses on international business for small and large firms. He is one of the leading business researchers worldwide, based on his extensive research publications and silver medal from the Journal of International Business Studies.Demetris Christopoulos completed his PhD studies in 2017 at the National and Kapodistrian University of Athens. He has worked as a maths tutor, market researcher, multimedia producer, and his research field is noisy numerical analysis. His work at ResearchGate sets him at the upper 4% of all members.

• Chapter 1:  Introduction.- Chapter 2: The New Approach.- Chapter 3: The Unity and Diversity of the Global Matrix.- Chapter 4: The Dynamics of the Global Matrix.- Chapter 5: Summary Conclusions (better title needed!).