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| Preface to the Second Edition | |
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| Preface to the First Edition | |
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| Understanding Global Strategy | |
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| Keys to a Successful Total Global Strategy | |
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| Financial Benefits of Internationalization and Globalization | |
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| Industry Globalization Drivers | |
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| Global Strategy Levers | |
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| Benefits of Global Strategy | |
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| Drawbacks of Global Strategy | |
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| Finding the Balance | |
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| More Than One Strategy Is Viable | |
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| Challenges of Implementation | |
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| Backlash Against Globalization | |
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| Discussion and Research Questions | |
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| Notes | |
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| Diagnosing Industry Globalization Potential | |
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| Globalization Drivers for Service Businesses | |
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| Effects of the Internet on Industry Globalization Drivers | |
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| Market Globalization Drivers | |
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| Cost Globalization Drivers | |
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| Government Globalization Drivers | |
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| Competitive Globalization Drivers | |
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| Guidelines for Diagnosing Industry Globalization Potential | |
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| Discussion and Research Questions | |
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| Notes | |
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| Building Global Market Participation | |
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| Basis for Global Expansion | |
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| Global Market Participation for Service Businesses | |
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| Effects of the Internet on Global Market Participation | |
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| Types of Global Market Participation | |
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| Globally Unimportant Countries | |
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| Benefits of Global Market Participation | |
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| Drawbacks of Global Market Participation | |
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| Globally Blocked Industries | |
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| The Special Case of Joint Ventures | |
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| Differing Strategic Roles for Each Country | |
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| Industries That Need Multimarket Participation | |
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| Guidelines for Building Global Market Participation | |
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| Discussion and Research Questions | |
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| Notes | |
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| Designing Global Products and Services | |
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| Benefits of Global Products and Services | |
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| Drawbacks of Global Products and Services | |
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| Global Standardization in Service Businesses | |
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| Effect of the Internet on Global Products and Services | |
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| When to Use Global Products and Services | |
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| Developing Global Products and Services | |
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| Guidelines for Designing Global Products and Services | |
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| Discussion and Research Questions | |
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| Notes | |
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| Locating Global Activities | |
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| Effect of the Internet on Global Activity Location | |
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| Role of National Factors | |
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| Role of Exchange Rates | |
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| Strategic Advantage Versus Comparative Advantage | |
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| Benefits of Global Location of Activities | |
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| Drawbacks of Global Location of Activities | |
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| Global Activity Location for Service Businesses | |
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| Locating Individual Activities | |
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| Guidelines for Locating Global Activities | |
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| Discussion and Research Questions | |
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| Notes | |
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| Creating Global Marketing | |
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| Benefits of Global Marketing | |
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| Drawbacks of Global Marketing | |
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| When to Use Global Marketing | |
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| How to Use Global Marketing | |
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| Where to Use Global Marketing | |
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| Conducting Global Market Research | |
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| Collecting Global Marketing Information | |
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| Organizing for Global Marketing | |
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| A Global Consumer Marketing Success Story | |
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| A Global Business-to-Business Marketing Success Story | |
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| Guidelines for Creating Global Marketing | |
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| Discussion and Research Questions | |
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| Notes | |
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| Making Global Competitive Moves | |
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| Key Features of Global Competitive Moves | |
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| Global Competitive Moves for Service Businesses | |
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| Effect of the Internet on Global Competitive Moves | |
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| Benefits and Drawbacks | |
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| Choosing the Speed of Globalization | |
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| Guidelines for Making Global Competitive Moves | |
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| Discussion and Research Questions | |
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| Notes | |
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| Building the Global Organization | |
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| Organization Structure | |
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| Management Processes | |
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| People | |
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| Culture | |
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| Minimizing the Drawbacks of Global Organization | |
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| Effects of the Internet on Globalization | |
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| Combining Strategic and Organizational Analysis | |
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| Guidelines for Building the Global Organization | |
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| Discussion and Research Questions | |
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| Notes | |
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| Regional Strategy | |
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| Regional Strategy in the Context of Global Strategy | |
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| Defining Regions | |
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| Examples of Major Regions | |
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| Diagnosing Industry Regionalization Potential | |
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| The Case of the European Union | |
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| Using Regional Strategies | |
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| Regional Organization and Management | |
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| Guidelines for Diagnosing Regionalization Potential and Developing Regional Strategies | |
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| Discussion and Research Questions | |
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| Notes | |
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| Measuring Industry Drivers and Strategy Levers | |
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| Measuring Industry Globalization Drivers | |
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| Measuring Global Strategy Levers | |
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| Measuring Global Organization | |
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| Discussion and Research Questions | |
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| Notes | |
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| Conducting a Global Strategy Analysis | |
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| Worksteps | |
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| Assembling the Global Team | |
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| Defining the Business | |
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| Identifying Key Markets | |
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| Identifying Key Competitors | |
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| Checking the Core Strategy | |
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| Checking Country Selection | |
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| Diagnosing Industry Globalization Potential | |
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| Evaluating Current and Potential Use of Global Strategy Levers | |
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| Evaluating Organization Capability | |
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| Developing Global Programs | |
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| Global Products Program | |
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| Further Steps | |
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| Some Guiding Ideas for Implementing a Total Global Strategy | |
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| Discussion and Research Questions | |
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| Notes | |
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| Appendix: Worksheets for Evaluating Core Strategy | |
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| Bibliography | |
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| Company Name Index | |
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| Subject Index | |
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| Author Index | |