Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010070269 | HF1416 G56 2004 | Open Access Book | Book | Searching... |
Searching... | 30000003585027 | HF1416 G56 2004 | Open Access Book | Book | Searching... |
On Order
Summary
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 Notes
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.
Reviews 1
Choice Review
In a groundbreaking article published in 1983, Harvard Business School professor Theodore Levitt argued that increased interaction among countries around the world was causing markets to converge in terms of people's expectations and tastes. He called for multinational companies to develop a global mindset to produce standard products that could be sold at lower prices in all markets. To mark the 12th anniversary of Levitt's influential, albeit controversial, article, the Harvard Business School organized a colloquium. This volume collects 15 articles presented at that colloquium. The authors are predominantly well known academicians from around the globe whose articles run the gamut from supporting Levitt's contention to occupying a position diametrically opposed to it. The editors (both Harvard Business School) do a commendable job of starting the collection with articles that espouse the total organizational perspective with respect to globalization. They meet the needs of practicing managers by packing the second half of the book with articles that describe the role of specific functional areas for firms trying to develop global markets. Case studies of companies such as the France-based Carrefour are used with great effort to support a particular approach to global markets. ^BSumming Up: Recommended. Faculty and practicing managers. R. Subramanian Grand Valley State University
Table of Contents
| Introduction | p. 1 |
| Part 1 Developing the Global Mind-Set | p. 9 |
| 1 Theodore Levitt's "The Globalization of Markets": An Evaluation After Two Decades | p. 11 |
| 2 "The Globalization of Markets": A Retrospective with Theodore Levitt | p. 31 |
| 3 "The Globalization of Markets" Revisited: Japan After Twenty Years | p. 37 |
| Part 2 Managing the Global Business | p. 79 |
| 4 Rooting Marketing Strategy in Human Universals | p. 83 |
| 5 Organizing Multinational Companies for Collaborative Advantage | p. 92 |
| Part 3 Managing Global Products | p. 113 |
| 6 Global Standardization versus Localization: A Case Study and a Model | p. 115 |
| 7 It's a Small World After All ... or Is It? The State of Globalization in the Worldwide Automotive Industry | p. 146 |
| Part 4 Managing Global Brands | p. 159 |
| 8 Strategies for Managing Brand and Product in International Markets | p. 163 |
| 9 Managing the Global Brand: A Typology of Consumer Perceptions | p. 180 |
| Part 5 Managing Global Services | p. 203 |
| 10 The Globalization of Marketing Services | p. 207 |
| 11 Cost Economies in the Global Advertising and Marketing Services Business | p. 217 |
| Part 6 Managing Global Supply and Distribution | p. 259 |
| 12 Managing Global Supply Chains | p. 263 |
| 13 Globalization of Retailing | p. 288 |
| Part 7 Setting the Global Agenda | p. 313 |
| 14 The Empire Strikes Flak: Powerful Companies and Political Backlash | p. 317 |
| 15 Globalization and the Poor | p. 335 |
| Notes and References | p. 361 |
| The Authors | p. 387 |
| Index | p. 395 |
