Emeritus Professor of Marketing
Books | Cambridge University Press | September 2004
The INSEAD-Wharton Alliance on Globalizing: Strategies for Building Successful Global Businesses
Authors: Gatignon Hubert
This book examines the forces that are driving globalization, the consequences, positive and negative, that accompany increasing globalization and their managerial and political implications.Written by experts from both INSEAD and Wharton, the book is a timely addition to the often strident and heavily rhetorical debates about this increasingly prevalent phenomenon. The non-partisan treatment of the issues should be of interest to managers wrestling with the many challenges of globalization for their firms, to policy makers concerned with whether and how either to slow or to accelerate the process, and to those in non-governmental organizations concerned with understanding more clearly how and why firms are positioning themselves as they do in the global marketplace.Their objective in publishing the book is to stimulate informed dialogue among those who are key actors in the unfolding story of globalization. To this end, a major conference on the subject will be held in the Spring of 2004, at the time of the book's publication.