Abstract
Introduction.Part One: Developing the Global Mind-Set.1. Theodore Levitt's "The Globalization of Markets": An Evaluation After Two Decades (Richard S. Tedlow, Rawi Abdelal).2. "The Globalization of Markets": A Retrospective with Theodore Levitt (Stephen A. Greyser).3. "The Globalization of Markets" Revisited: Japan After Twenty Years (Hirotaka Takeuchi).Part Two: Managing the Global Business.4. Rooting Marketing Strategy in Human Universals (Luc Wathieu, Yu Liu, Gerald Zaltman).5. Organizing Multinational Companies for Collaborative Advantage (Morten T. Hansen, Nitin Nohria).Part Three: Managing Global Products.6. Global Standardization versus Localization: A Case Study and a Model (Pankaj Ghemawat).7. It's a Small World After All ... or Is It? The State of Globalization in the Worldwide Automotive Industry (Nick Scheele).Part Four: Managing Global Brands.8. Strategies for Managing Brand and Product in International Markets (Hans-Willi Schroiff, David J. Arnold).9. Managing the Global Brand: A Typology of Consumer Perceptions (Douglas B. Holt, John A. Quelch, Earl L. Taylor).Part Five: Managing Global Services.10. The Globalization of Marketing Services (Martin Sorrell).11. Cost Economies in the Global Advertising and Marketing Services Business (Alvin J. Silk, Ernst R. Berndt).Part Six: Managing Global Supply and Distribution.12. Managing Global Supply Chains (Ananth Raman, Noel Watson).13. Globalization of Retailing (David E. Bell, Rajiv Lal, Walter Salmon).Part Seven: Setting the Global Agenda.14. The Empire Strikes Flak: Powerful Companies and Political Backlash (Daniel Litvin).15. Globalization and the Poor (V. Kasturi Rangan, Arthur McCaffrey).Notes and References.The Authors.Index.