New Tools for Succeeding Globally
Why do so many global strategies fail--despite companies' powerful brands and other
border-crossing advantages? Because a one-size-fits-all strategy no longer stands a
chance.
When firms believe in the illusions of a "flat" world and the death of distance, they
charge across borders as if the globe were one seamless marketplace. But cross border
differences are larger than we assume. Most economic activity--including
trade, real and financial investment, tourism and communication--happens locally,
not internationally. In this "semi globalized" approach, companies can cross borders
more profitably by basing their strategies on the geopolitical differences that matter;
they must identify the barriers their strategies will have to overcome and they must
build bridges to cross those barriers. Based on rigorous research, Pankaj Ghemawat
shows how to create successful strategies and provides practical management tools so
you can:
Assess the cultural, administrative, geographic and economic differences
between regions at the industry level--and decide which ones require attention
Track the implications of the specific border-crossing actions that will impact
your company's ability to create value the most
Generate superior performance through strategies that are optimized for the
three A's: adaptation (adjusting to differences), aggregation (overcoming
differences) and arbitrage (exploiting differences), Using in-depth examples, Ghemawat reveals how companies such as CEMEX, Toyota,
Procter and Gamble, Tata Consultancy Services, IBM and GE Healthcare are adroitly
managing cross-border differences. He also shares examples of other well-known
companies that have failed at this challenge. Crucial for any business competing
across borders, Redefining Global Strategy will help you make the most of our
semi globalized world.