All Business Is Local: Why Place Matters More Than Ever in a Global, Virtual World - Hardcover

Quelch, John A.; Jocz, Katherine E.

3.27

66 ratings by Goodreads

9781591844655: All Business Is Local: Why Place Matters More Than Ever in a Global, Virtual World

Hardcover

ISBN 10: 1591844657 ISBN 13: 9781591844655

Publisher: Portfolio, 2012

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Why businesses should never underestimate the power of place.

Today's business leaders are so obsessed with all things global and virtual that they risk neglecting the critical impact of physical place. It's a paradox of the Internet age: now that it's possible for businesses to be everywhere at once, they need to focus on what it means to be one specific place at a time.

The best global brands, from IBM to McDonald's, are by design also the leading local brands. For instance, your decision to patronize Starbucks will depend on whether it's the best local coffee shop in your neighborhood, not on how many thousands of global locations it has.

Marketing experts John Quelch and Katherine Jocz offer a new way to think about place in every strategic decision-from how to leverage consumer associations with locations to where to position products on the shelf. They explore case studies such as Nike and The Apple Store, which use place in creative ways.

Drawing on a blend of hard data and engaging anecdotes, this book will help any business-from global mega-brands to boutique, small town stores- influence customers more effectively.

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About the Author:

John Quelch is Dean of CEIBS, the highestranked business school in China. He's also a former Dean of the London Business School and a former professor at Harvard Business School.
Katherine E. Jocz is a research associate at Harvard Business School and a former director at Marketspace. Their work has been featured in the Harvard Business Review among other publications.

Review:

This book is a timely reminder that not all markets are global and even those that are have local foundations. Consumers trust big brands but they also trust local relationships based in their community. Well worth the read Sir Terry Leahy, former CEO, Tesco This is not a back-to-basics book: it takes the debate a great step forward. All Business Is Local identifies and endorses the most important aspects of global market-ing - then convincingly demonstrates not just the need for local sensitivity but also the huge competitive value that an evocative sense of place can confer on ambitious brands Sir Martin Sorrell, CEO WPP Technology has rendered distance irrelevant, but that does not mean we should for-get the importance of location. Quelch and Jocz remind us that, while we may all be global citizens, we are deeply influenced by our connections to place. All Business Is Local is a thoughtful and counterintuitive book Don Tapscott, bestselling co-author of Wikinomics

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