The Global Market

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.

Part One: Developing the Global Mind-Set.

1. Theodore Levitt’s “The Globalization of Markets”: An Evaluation After Two Decades (Richard S. Tedlow, Rawi Abdelal).

2. “The Globalization of Markets”: A Retrospective with Theodore Levitt (Stephen A. Greyser).

3. “The Globalization of Markets” Revisited: Japan After Twenty Years (Hirotaka Takeuchi).

Part Two: Managing the Global Business.

4. Rooting Marketing Strategy in Human Universals (Luc Wathieu, Yu Liu, Gerald Zaltman).

5. Organizing Multinational Companies for Collaborative Advantage (Morten T. Hansen, Nitin Nohria).

Part Three: Managing Global Products.

6. Global Standardization versus Localization: A Case Study and a Model (Pankaj Ghemawat).

7. It’s a Small World After All . . . or Is It? The State of Globalization in the Worldwide Automotive Industry (Nick Scheele).

Part Four: Managing Global Brands.

8. Strategies for Managing Brand and Product in International Markets (Hans-Willi Schroiff, David J. Arnold).

9. Managing the Global Brand: A Typology of Consumer Perceptions (Douglas B. Holt, John A. Quelch, Earl L. Taylor).

Part Five: Managing Global Services.

10. The Globalization of Marketing Services (Martin Sorrell).

11. Cost Economies in the Global Advertising and Marketing Services Business (Alvin J. Silk, Ernst R. Berndt).

Part Six: Managing Global Supply and Distribution.

12. Managing Global Supply Chains (Ananth Raman, Noel Watson).

13. Globalization of Retailing (David E. Bell, Rajiv Lal, Walter Salmon).

Part Seven: Setting the Global Agenda.

14. The Empire Strikes Flak: Powerful Companies and Political Backlash (Daniel Litvin).

15. Globalization and the Poor (V. Kasturi Rangan, Arthur McCaffrey).

Notes and References.

The Authors.

Index.

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.

Contributors include Rawi Abdelal, David J. Arnold, David Bell, Ernst R. Berndt, Pankaj Ghemawat, Stephen A. Greyser, Morten T. Hansen, Douglas B. Holt, Rajiv Lal, Daniel Litvin, Yu Liu, Arthur McCaffrey, Nitin Nohria, John A. Quelch, Ananth Raman, V. Kasturi Rangan, Walter Salmon, Nick Scheele, Hans-Willi Schroiff, Alvin J. Silk, Martin Sorrell, Hirotaka Takeuchi, Earl L. Taylor, Richard S. Tedlow, Luc Wathieu, Noel Watson, and Gerald Zaltman

Praise for The Global Market

"The papers in this book capture some of the latest creative thinking on how to tackle the design and implementation of global marketing strategies."
--Raoul Pinnell, vice president, global brands and communications, Shell International

"A thoughtful examination of some of the critical issues faced by both practitioners and academics concerned with global marketing. The papers take a fresh look at questions such as the impact of regionalization, pressures to integrate and/or fragment strategy, managing global firms, and marketing in poor countries."
--Stephen J. Kobrin, W illiam Wurster Professor of Multinational Management the Wharton School, University of Pennsylvania

"The challenges affecting global marketers today are more complex and more important than ever. This book provides intelligent guidance on all the major issues."
--L. J. Kim, vice president, international marketing and sales development, Yahoo! Inc.

"Two key challenges facing marketers are how to balance globalization and localization, and how to balance corporate branding versus product branding around the world. This book provides intelligent guidance on both."
--Anil Menon, vice president, corporate brand strategy and worldwide market intelligence, IBM