'Too many international business strategy textbooks slavishly adhere to mainstream conceptual models. The publication of those models in prestigious practitioner journals such as the Harvard
Business Review seems to shelter them from scholarly criticism.The problem is that the policy recommendations derived from these models, while sometimes insightful, are all too often based on
implicit and restrictive assumptions. They are frequently oversimplified and seldom based on a rigorous analytical framework that assesses the opportunity costs of following the recommended
paths, that is the costs of foregoing alternative strategies'--
