The Global Market: Developing a Strategy to Manage Across Borders (Wiley Desktop Editions) PDF
Preview The Global Market: Developing a Strategy to Manage Across Borders (Wiley Desktop Editions)
Quelch.ffirs 4/5/04 4:54 PM Page iii The Global Market Developing a Strategy to Manage Across Borders John Quelch Rohit Deshpande Editors Quelch.ffirs 4/5/04 4:54 PM Page ii Quelch.ffirs 4/5/04 4:54 PM Page i Quelch.ffirs 4/5/04 4:54 PM Page ii Quelch.ffirs 4/5/04 4:54 PM Page iii The Global Market Developing a Strategy to Manage Across Borders John Quelch Rohit Deshpande Editors Quelch.ffirs 4/5/04 4:54 PM Page iv 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 transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-750-4470, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, e-mail: [email protected]. Jossey-Bass books and products are available through most bookstores. To contact Jossey-Bass directly call our Customer Care Department within the U.S. at 800-956-7739, outside the U.S. at 317-572-3986 or fax 317-572-4002. Jossey-Bass also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. 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 Quelch.ffirs 4/5/04 4:54 PM Page v The Jossey-Bass Business & Management Series Quelch.ffirs 4/5/04 4:54 PM Page vi To our friend, colleague, and mentor Emeritus Professor Theodore Levitt Harvard Business School Eminent marketing thought leader for executives and academics Quelch.ftoc 4/5/04 4:54 PM Page vii 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 Quelch.ftoc 4/5/04 4:54 PM Page viii 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
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