Globalization: How to Achieve Competitive Advantage in a Global Market

by Vick Luck, Andrew Shaylor, Ingemar Svantesson

The issue of globalization must not be ignored by any company seeking to achieve a competitive advantage. The scope of strategic options is wide, as this ambitious new book from Coopers and Lybrand shows. Drawing on their extensive research into the current global strategies of leading organizations, the authors show how success is built on- Taking a global perspective in identifying the key trends affecting customers, suppliers and competitors Adopting a global perspective when making strategic decisions about geographic markets, products, marketing communications and organizational arrangements A thorough understanding of the current value creation process in the business VICK LUCK is chairman of Coopers and Lybrands international management consulting services. ANDREW SHAYLOR is Director of Strategy and Marketing and Director in Charge of Coopers and Lybrands European Executive Office in Brussels.

300 pages, Hardcover

First published September 1, 1998