The Global Market Developing a Strategy to Manage Across Borders

by Quelch, John A.; Deshpande, Rohit

• ISBN13: 9780787968571
• ISBN10: 0787968579
• Edition: 1st
• Format: Hardcover
• Copyright: 2004-05-31
• Publisher: Jossey-Bass

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.

Author Biography

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.

Table of Contents

Introduction: by Quelch and Deshpande.

Part 1: Developing the Global Mindset.

Chapter 1:   The Global Mindset: A Perspective on Theodore Levitt's Globalization of Markets after Two Decades (Tedlow and Abdelal).

Chapter 2:  The Globalization of Markets, (Theodore Leviit).

Chapter 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 (Deshpande, Farley).

Chapter 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.

Chapter 7: Organizing Multinational Companies for Collaborative Advantage (Hansen and Nohria).

Part 4: Managing Global Products.

Chapter 8: Global Product Standardization? A Case Study and a Model (Ghemawat).

Chapter 9: Sir Nick Scheele on Global Marketing.

Part 5:Managing Global Brands.

Chapter 10: Managing the Brand-Product Continuum (Schroiff, Arnold).

Chapter 11: Managing the Transnational Brand: How Global Perceptions Drive Value (Holt, Quelch, Taylor).

Part 6: Managing Global Services.

Chapter 12: Global Marketing Services (Sir Martin Sorrell).

Chapter 13: Cost Economies in the Global Advertising and Marketing Services Business (Silk, Berndt).

Part 7: Managing Global Supply and Distribution.

Chapter 14: Managing Global Supply Chains (Raman, Watson).

Chapter 15: Global Retailing (Bell, Lal and Salmon).

Part 8: Setting the Global Agenda: The Challenges Across National Boundaries.

Chapter 16: Empires of Profit (Litvin).

Chapter 17: Globalization and the Poor (Rangan, McCaffrey).

Conclusion: by Quelch and Deshpande.