Global Markets

Drawing on the authors' extensive research into the current global strategies of leading organizations, this work deals with the major issues of globalization. It shows that, in order to expand successfully, businesses must take a global perspective in identifying the key trends affecting customers, suppliers and competitors, and adopt a global perspective when making strategic decisions about geographical markets, products, marketing communications and organizational arrangements. International case studies and examples are provided. This work is aimed at CEOs and managing directors who are seeking to globalize their company or improve performance, and at senior and middle managers who want a better understanding of the organizational issues involved in going global.