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The Global Market: Developing a Strategy to Manage Across Borders
Edited by John A. Quelch,
Harvard Business School
Edited by Rohit Deshpande,
Harvard Business School
ISBN: 978-0-7879-6857-1
©2004
432 pages
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Description
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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, Harvard Business School Professors John Quelch and Deshpande bring together 13 fellow HBS professors to discuss these and other problems and benefits encountered by executives in global markets. Topics 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.
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