The Global Market

Introduction: by Quelch and Deshpande

Part 1: Developing the Global Mindset

Chap. 1. The Global Mindset: A Perspective on Theodore Levitt's Globalization of Markets after Two Decades (Tedlow and Abdelal)

Chap. 2 The Globalization of Markets, (Theodore Leviit)

Chap. 3 One page description referring readers to attached CD-ROM that will

have the Theodore Levitt video (Stephen Greyser commentary)

Chapter 4. The Unglobalization of Japan (Takeuchi)

Part 2: The Quest for Universals

Chapter 5. Culture, Customer Centricity, and Globalization (Deshpandé, Farley)

Chap. 6 The Global Consumer: Rooting Marketing Strategy in Human Universals (Wathieu, Liu, and Zaltman)

Part 3. Managing the Global Business: The Balance Between Standardization

and Adaptation

Chap. 7 Organizing Multinational Companies for Collaborative Advantage (Hansen and Nohria,)

Part 4. Managing Global Products

Chap. 8 Global Product Standardization? A Case Study and a Model (Ghemawat)

Chap. 9 Sir Nick Scheele on Global Marketing

Part 5: Managing Global Brands

Chap 10. Managing the Brand-Product Continuum (Schroiff, Arnold)

Chap.11: Managing the Transnational Brand: How Global Perceptions Drive Value (Holt, Quelch, Taylor)

Part 6: Managing Global Services

Chap. 12 Global Marketing Services (Sir Martin Sorrell)

Chap. 13 Cost Economies in the Global Advertising and Marketing Services Business (Silk, Berndt)

Part 7: Managing Global Supply and Distribution

Chap. 14. Managing Global Supply Chains (Raman, Watson)

Chap. 15. Global Retailing (Bell, Lal and Salmon)

Part 8. Setting the Global Agenda: The Challenges Across National

Boundaries

Chap. 16: Empires of Profit (Litvin)

Chap. 17. Globalization and the Poor (Rangan, McCaffrey)

Conclusion: by Quelch and Deshpandé

John A. Quelch is senior associate dean and Lincoln Filene Professor of Business Administration at Harvard Business School. Between 1998 and 2001 he was dean of London Business School. Quelch is the author or coauthor of sixteen books.
 
Rohit Deshpandeé is Sebastian S. Kresge Professor of Marketing at Harvard Business School. His primary research interest concerns the impact of corporate culture on global marketing strategy.