The Global Market

Developing a Strategy to Manage Across Borders
Ed. by John A. Quelch and Rohit Deshpande

• Gebundenes Buch

Produktbeschreibung

Authors Quelch and Deshpande bring together thirteen Harvard Business School professors to discuss the challenges and benefits encountered by executives in the global marketplace with the demands of the "unglobal consumer" who does not have a "one size fits all" need.

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The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the "unglobal consumer" who does not have a "one size fits all" need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development.

Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 432
• Erscheinungstermin: 31. Mai 2004
• Englisch
• Abmessung: 235mm x 157mm x 30mm
• Gewicht: 705g
• ISBN-13: 9780787968571
• ISBN-10: 0787968579
• Artikelnr.: 12987054

Autorenporträt

John A. Quelch is senior associate dean and Lincoln Filene Professor of Business Administration at Harvard Business School. Between 1998 and 2001 he was dean of London Business School. Quelch is the author or coauthor of sixteen books. Rohit Deshpandeé is Sebastian S. Kresge Professor of Marketing at Harvard Business School. His primary research interest concerns the impact of corporate culture on global marketing strategy.

Inhaltsangabe

Introduction: by Quelch and Deshpande Part 1: Developing the Global Mindset
Chap. 1. The Global Mindset: A Perspective on Theodore Levitt's
Globalization of Markets after Two Decades (Tedlow and Abdelal) Chap. 2 The
Globalization of Markets, (Theodore Leviit) Chap. 3 One page description
referring readers to attached CD-ROM that will have the Theodore Levitt
video (Stephen Greyser commentary) Chapter 4. The Unglobalization of Japan
(Takeuchi) Part 2: The Quest for Universals Chapter 5. Culture, Customer
Centricity, and Globalization (Deshpandé, Farley) Chap. 6 The Global
Consumer: Rooting Marketing Strategy in Human Universals (Wathieu, Liu, and
Zaltman) Part 3. Managing the Global Business: The Balance Between
Standardization and Adaptation Chap. 7 Organizing Multinational Companies
for Collaborative Advantage (Hansen and Nohria,) Part 4. Managing Global
Products Chap. 8 Global Product Standardization? A Case Study and a Model
(Ghemawat) Chap. 9 Sir Nick Scheele on Global Marketing Part 5: Managing
Global Brands Chap 10. Managing the Brand-Product Continuum (Schroiff,
Arnold) Chap.11: Managing the Transnational Brand: How Global Perceptions
Drive Value (Holt, Quelch, Taylor) Part 6: Managing Global Services Chap.
12 Global Marketing Services (Sir Martin Sorrell) Chap. 13 Cost Economies
in the Global Advertising and Marketing Services Business (Silk, Berndt)
Part 7: Managing Global Supply and Distribution Chap. 14. Managing Global
Supply Chains (Raman, Watson) Chap. 15. Global Retailing (Bell, Lal and
Salmon) Part 8. Setting the Global Agenda: The Challenges Across National
Boundaries Chap. 16: Empires of Profit (Litvin) Chap. 17. Globalization and
the Poor (Rangan, McCaffrey) Conclusion: by Quelch and Deshpandé