Preamble
A comprehensive update to this book is scheduled for publication in November 2024. The third edition builds upon extensive feedback from leading experts in the disciplines/subjects/topics explored and user insights into the book’s effectiveness in meeting their goals. These include new chapters and updates on the key developments in academic debates and business practice.
Many more practical examples from a broad range of European countries are provided, ranging from long-established multinationals such as Nestllé, Siemens, Bosch, LVMH, Novo Nordisk and ASML through technology disruptors such as Spotify, Klarna and Revolut to the small and medium-sized enterprises (SMEs) which account for most GDP output in their home countries.
Perspectives on the impact on Global Business Strategy of global mega-events such as COVID-19, the Russian war on Ukraine, and, from a uniquely European perspective, Brexit, permeate the book’s third edition.
Structural changes to the book include the removal of the Prologue content to an Appendix and the inclusion of two additional Chapters:
New Chapter A (3rd Edition)
Financing Global Business Strategies
New Chapter B (3rd Edition)
Managing Organizational Complexity in Global Business Strategy
Contents (2nd edition)
The sample chapter content associated with the icons below has now been removed pending the upcoming publication of the book’s third edition.
Prologue
Towards a European Union?
Chapter One
The Principles of International Free Trade and Global Business Strategy
Chapter Two
A Framework for Global Business Strategy Success
Chapter Three
Analyse Global Markets
Chapter Four
Select High Potential Global Markets
Chapter Five
Determine Market Entry Mode: Serving Global Markets
Chapter Six
Develop the Go-to-Market Plan
Chapter Seven
Manage the Global Marketing Mix
Chapter Eight
Manage the Global Brand
Chapter Nine
Implementing Global Business Strategies
Chapter Ten
A Stakeholder Perspective on Global Business Strategy
Epilogue
Globalization: And How to Survive It
Appendix One
Milestones in the History of Globalization: A Sample
Appendix Two
Author’s Recommended Books and Business Biographies
References
A brief overview of the role of referencing in the book
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