It seems probable that an increasing number of cross-disciplinary strategic alliances will be concluded in the 1990s. This is because in order, to understand properly the form, content and consequences of the emerging globalization of economic activity, the international business (IB) scholar needs to be much more eclectic in his intellectual foraging. In particular, although the word can be easily overplayed, culture - by which is meant the ethos of a particular group of people, as revealed, inter alia, by their attitudes, ideologies, values and social mores, and the private and public institutional framework which gives expression to this ethos - is likely to become center-stage in much of IB research over the next decade or more.