The Global Market

Developing a Strategy to Manage Across Borders

Quelch, John A. / Deshpande, Rohit (Editor)

1. Edition June 2004
432 Pages, Hardcover
Practical Approach Book

ISBN: 978-0-7879-6857-1

John Wiley & Sons

Short Description

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. Topics include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; and global brands.

Further versions

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.

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

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.

J. A. Quelch, Harvard Business School; R. Deshpande, Harvard Business School