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

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Subjects: Export marketing--Management
International business enterprises--Marketing
Globalization
Formats: Print
Material Type: Books
Language: English
Audience: Unspecified
Edition: 1st ed
Published: San Francisco, Calif. : Jossey-Bass, c2004
Series: Jossey-Bass business & management series
LC Classification: H, HF
Physical Description: viii, 424 p. : ill. ; 24 cm
Table of Contents: Introduction 1
Pt. 1. Developing the global mind-set 9
1. Theodore Levitt's "The globalization of markets" : an evaluation after two decades / Richard S. Tedlow, Rawi Abdelal 11
2. "The globalization of markets" : a retrospective with Theodore Levitt / Stephen A. Greyser 31
3. "The globalization of markets" revisited : Japan after twenty years / Hirotaka Takeuchi 37
Pt. 2. Managing the global business 79
4. Rooting marketing strategy in human universals / Luc Wathieu, Yu Liu, Gerald Zaltman 83
5. Organizing multinational companies for collaborative advantage / Morten T. Hansen, Nitin Nohria 92
Pt. 3. Managing global products 113
6. Global standardization versus localization : a case study and a model / Pankaj Ghemawat 115
7. It's a small world after all ... or is it? : the state of globalization in the worldwide automotive industry / Nick Scheele 146
Pt. 4. Managing global brands 159
8. Strategies for managing brand and product in international markets / Hans-Willi Schroiff, David J. Arnold 163
9. Managing the global brand : a typology of consumer perceptions / Douglas B. Holt, John A. Quelch, Earl L. Taylor 180
Pt. 5. Managing global services 203
10. The globalization of marketing services / Martin Sorrell 207
11. Cost economies in the global advertising and marketing services business / Alvin J. Silk, Ernst R. Berndt 217
Pt. 6. Managing global supply and distribution 259
12. Managing global supply chains / Ananth Raman, Noel Watson 263
13. Globalization of retailing / David Bell, Rajiv Lal, Walter Salmon 288
Pt. 7. Setting the global agenda 313
14. The empire strikes flak : powerful companies and political backlash / Daniel Litvin 317
15. Globalization and the poor / V. Kashturi Rangan, Arthur McCaffrey 335
Notes and references 361
The authors 387
Index 395
Additional Authors: Quelch, John A
Deshpande, Rohit
Notes: LCCN: 2004003711
ISBN: 0787968579 (alk. paper)
"A Wiley imprint."
Includes bibliographical references (p. 361-386) and index
OCLC Number: 54460503
ISBN/ISSN: 0787968579