Total Global Strategy II: Updated for the Internet and Service Era

by George S. Yip

Written by the subject's leading academic authority, this readable text addresses the most challenging task faced by multinational companies—how to deal with globalization and the resulting need for globally integrated strategies. Chapter topics include understanding global strategy, diagnosing industry globalization potential, building global market participation, designing global products and services, locating global activities, creating global marketing, making global competitive moves, regional strategy, strategies for companies from emerging economies, building the global organization, measuring industry drivers and strategy levers, and conducting a global strategy analysis. For CEOs, division heads, VP International, VP Global Strategy, VP Corporate Development/Strategy/Planning, VP International/Global Marketing, regional and national/general mangers, and consulting firm partners.

299 pages, Paperback

First published April 1, 2002

About the author

A research specialist in global strategy and marketing and Professor of Management and Co-Director, Centre on China Innovation, at China Europe International Business School, based in both London and Shanghai.

Reviews

[Lawrence Chen · Rating 4 out of 5]

Make sense at the start and then miss.