Total Global Strategy: Managing for Worldwide Competitive Advantage

by George S. Yip

How can managers cope with the forces of globalization? Which companies need a global strategy? What is a successful global strategy? How can business organizations implement worldwide initiatives? These are some of the most challenging questions facing multinational companies today. Executives need to recognize that the traditional multinational approach--in which country subsidiaries design, produce, and market products tailored to local needs--is being made obsolete by falling trade barriers, costly and quickly changing technology, and the growing similarity of international customer needs. Companies now need a total global strategy that combines a successful core strategy in the home market with effective international adaptation and global integration. George Yip's Total Global Strategy is the definitive work on how companies can manage for worldwide competitive advantage. This work is based on a five-year research program in which Dr. Yip interviewed over fifty senior executives

Genres: Management

416 pages, Hardcover

First published March 1, 1992

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

[Justin Jaeger · Rating 2 out of 5]

This book was fine, but it's yet unfathomable to me how a text claiming to be most recently copyrighted in 2012 can make the statement, "…although the Microsoft Zune is gaining in popularity.” I had questions before I read that statement, afterwards I discounted pretty much everything it purported.

[TG L · Rating 2 out of 5]

Repeated itself. First couple chapters were interesting.