Written by the subject's leading academic authorities, this highly readable text (a student favorite) addresses the most challenging task faced by multinational companies–how to deal with globalization and the resulting need for globally integrated strategies.

The third edition–in addition to featuring new coauthor Tomas Hult–presents a complete rewrite of all chapters, a more integrated view of eBusiness and service issues, and a new slate of innovative, practical examples in the text and case vignettes.

From the Publisher

This book argues that most multinational companies lack an adequate global strategy. The material provides a systematic framework for evaluating which elements of strategy to globalize and by how much, and a practical guide on how to implement a globalization strategy in order to achieve a successful, total global strategy.

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