The Global Market (eBook, PDF)
Developing a Strategy to Manage Across Borders
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The Global Market (eBook, PDF)
Developing a Strategy to Manage Across Borders
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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, 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:…mehr
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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, 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.
Produktdetails
- Produktdetails
- Verlag: John Wiley & Sons
- Seitenzahl: 432
- Erscheinungstermin: 18. Mai 2004
- Englisch
- ISBN-13: 9780787974398
- Artikelnr.: 37357577
- Verlag: John Wiley & Sons
- Seitenzahl: 432
- Erscheinungstermin: 18. Mai 2004
- Englisch
- ISBN-13: 9780787974398
- Artikelnr.: 37357577
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.
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.
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
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
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.
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
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