The global market: developing a strategy to manage across borders

by Deshpandé, Rohit Quelch, John A.

Type Book

Rate 0.0 /5

Details

Files

Reviews

Download

Title Statements

Full title :The global market : developing a strategy to manage across borders / John Quelch, Rohit Deshpande, editors.

Summary

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.

Edition Statements

Publication Date:©2004.
Edition:1st ed

Publication Statements

Publisher(s):Jossey-Bass
Place of Publication:San Francisco
Language:eng
Publication Date:©2004.

The Physical Object

Description:viii, 424 pages : : illustrations ; : 24 cm.

Edition Identifiers

ISBN:0787968579, 9780787968571
oclc:ocm54460503
LC Classification:HF1416
Dewey Decimal:658.8/4

Theodore Levitt's "The globalization of markets" : an evaluation after two decades / Richard S. Tedlow, Rawi Abdelal -- "The globalization of markets" : a retrospective with Theodore Levitt / Stephen A. Greyser -- "The globalization of markets" revisited : Japan after twenty years / Hirotaka Takeuchi -- Rooting marketing strategy in human universals / Luc Wathieu, Yu Liu, Gerald Zaltman -- Organizing multinational companies for collaborative advantage / Morten T. Hansen, Nitin Nohria -- Global standardization versus localization : a case study and a model / Pankaj Ghemawat -- It's a small world after all ... or is it? The state of globalization in the worldwide automotive industry / Nick Scheele -- Strategies for managing brand and product in international markets / Hans-Willi Schroiff, David J. Arnold -- Managing the global brand : a typology of consumer perceptions / Douglas B. Holt, John A. Quelch, Earl L. Taylor -- The globalization of marketing services / Martin Sorrell -- Cost economies in the global advertising and marketing services business / Alvin J. Silk, Ernst R. Berndt -- Managing global supply chains / Anath Raman, Noel Watson --Globalization of retailing / David E. …

Subjects

Aufsatzsammlung Entreprises multinationales -- Marketing Export marketing -- Management Globalisierung globalism Globalization International business enterprises -- M… Internationales Marketing Marketing international -- Gestion Mondialisation Weltmarkt