The Global Market: Developing a Strategy to Manage Across Borders (Wiley Desktop Editions)

434 Pages·2004·1.34 MB·English

by  John A. Quelch

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The Global
Market
Developing a Strategy to
Manage Across Borders
John Quelch
Rohit Deshpande
Editors
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The Global
Market
Developing a Strategy to
Manage Across Borders
John Quelch
Rohit Deshpande
Editors
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Copyright © 2004 by John Wiley & Sons, Inc. All rights reserved.
Published by Jossey-Bass
A Wiley Imprint
989 Market Street, San Francisco, CA 94103-1741 www.josseybass.com
No part of this publication may be reproduced, stored in a retrieval system, or
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Library of Congress Cataloging-in-Publication Data
The global market: developing a strategy to manage across borders/John Quelch, Rohit
Deshpande, editors. — 1st ed.
p. cm. — (The Jossey-Bass business & management series)
“A Wiley imprint.”
Includes bibliographical references and index.
ISBN 0-7879-6857-9 (alk. paper)
1. Export marketing—Management. 2. International business enterprises—
Marketing. 3. Globalization. I. Quelch, John A. II. Deshpande, Rohit. III. Series.
HF1416.G554 2004
658.8'4—dc22
2004003711
Printed in the United States of America
FIRSTEDITION
HB Printing 10 9 8 7 6 5 4 3 2 1
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The Jossey-Bass
Business & Management Series
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To our friend, colleague, and mentor
Emeritus Professor Theodore Levitt
Harvard Business School
Eminent marketing thought leader
for executives and academics
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Contents
Introduction 1
Part One: Developing the Global Mind-Set 9
1 Theodore Levitt’s “The Globalization of Markets”:
An Evaluation After Two Decades 11
Richard S. Tedlow, Rawi Abdelal
2 “The Globalization of Markets”:
A Retrospective with Theodore Levitt 31
Stephen A. Greyser
3 “The Globalization of Markets” Revisited:
Japan After Twenty Years 37
Hirotaka Takeuchi
Part Two: Managing the Global Business 79
4 Rooting Marketing Strategy in Human Universals 83
Luc Wathieu, Yu Liu, Gerald Zaltman
5 Organizing Multinational Companies
for Collaborative Advantage 92
Morten T. Hansen, Nitin Nohria
Part Three: Managing Global Products 113
6 Global Standardization versus Localization:
A Case Study and a Model 115
Pankaj Ghemawat
7 It’s a Small World After All . . . or Is It?
The State of Globalization in the Worldwide
Automotive Industry 146
Nick Scheele
vii
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viii CONTENTS
Part Four: Managing Global Brands 159
8 Strategies for Managing Brand and
Product in International Markets 163
Hans-Willi Schroiff, David J. Arnold
9 Managing the Global Brand: A Typology
of Consumer Perceptions 180
Douglas B. Holt, John A. Quelch, Earl L. Taylor
Part Five: Managing Global Services 203
10 The Globalization of Marketing Services 207
Martin Sorrell
11 Cost Economies in the Global Advertising
and Marketing Services Business 217
Alvin J. Silk, Ernst R. Berndt
Part Six: Managing Global Supply and Distribution 259
12 Managing Global Supply Chains 263
Ananth Raman, Noel Watson
13 Globalization of Retailing 288
David E. Bell, Rajiv Lal, Walter Salmon
Part Seven: Setting the Global Agenda 313
14 The Empire Strikes Flak: Powerful
Companies and Political Backlash 317
Daniel Litvin
15 Globalization and the Poor 335
V. Kasturi Rangan, Arthur McCaffrey
Notes and References 361
The Authors 387
Index 395