Global Market Developing a Strategy to Manage Across Borders

Authors Quelch and Deshpande bring together thirteen Harvard Business School professors to discuss the challenges and benefits encountered by executives in the global marketplace with the demands of the 'unglobal consumer' who does not have a 'one size fits all' need. Topics include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; and global brands.