Part 1, The Process of Globalization, looks at why and how a firm globalizes.

Chapter 1 - Globalisation of markets and competition
Chapter 1 defines what ‘globalization’ means for a business enterprise, differentiates it from the traditional process of extending internationally and makes a distinction between a multinational and a global company. It also looks at the factors that have driven globalization as well as the localization factors restraining it. It ends by proposing a mapping of industries and firms according to the extent to which they are exposed to globalization or Localization drivers.

Chapter 2 - Designing a global strategy
Chapter 2 analyses the different components of a global strategy. It includes the formulation of objectives, the choice of countries and regions, the competitive positioning of the products and services, the design of and the investment in a global business system to create and sustain global competitive advantages and the choice of a global Organisation.

Chapter 3 - Designing a global organisation
Chapter 3 describes the advantages and disadvantages of various forms of global Organisational designs, from pure geographical to global and matrix models. It ends by presenting the transnational organizational culture that is considered necessary to support the structure, processes and system of the global organization.

Chapter 4 - Global strategic alliances
Chapter 4 looks at strategic alliances as a recent and important form of reaching a global position. A framework for the analysis of global strategic alliances and recommendations for their implementations are given in this chapter.

Chapter 5 - Global mergers and acquisitions
Chapter 5 focuses on mergers and acquisitions (M&As) as means of achieving globalization. It offers an analysis of the various phases of global M&As, from the pre-acquisition phase, to valuation and post-acquisition.

Chapter 6 - Assessing countries’ attractiveness
Chapter 6 looks at the first step in the decision to develop a presence in a country, the analysis of opportunities and risks. It covers such aspects as country risk analysis, industry and competitive analysis, market opportunities and host government policies.

Chapter 7 - Entry strategies
Chapter 7 discusses the various decision choices in entering a country. It considers the timing of entry and the various forms of entry, ranging from wholly-owned subsidiaries to joint ventures, licensing or other types, each form being analysed in terms of its advantages and disadvantages.


Part II, Managing Globally, considers the various managerial issues in the various business functions.

Chapter 8 - Global marketing
Chapter 8 starts by discussing the theory of customers’ convergence and then analyses the practical approach to global marketing in the various elements of the marketing mix: branding, pricing, global account management, global solution selling and global distribution.

Chapter 9 - Global operations
Chapter 9 deals with the localization of operational facilities, the various roles of manufacturing plants in a global network, global procurement and the management of the supply chain. It then discusses the various phases of project management as well as the role of internet in the globalization of operations.

Chapter 10 - Global innovation
Chapter 10 deals with the management of research and development (R&D) in global companies as well as knowledge management, transfer of best practices and the issues of technology transfer and protection of intellectual property rights (IPR).

Chapter 11 - Cross-cultural management
Chapter 11 discusses the impact of cultural differences on the management of cross-cultural teams, on international negotiations and on business practices. It begins with a presentation of different streams of research showing international differences in business cultures and economic Organizations. The last part of the chapter deals with international negotiations.

Chapter 12 - Global human resources management
Chapter 12 addresses the practical managerial aspects of human resources in global firms. Besides the classic problems of expatriation, it looks at the means of developing local talent in the various countries in which the firms operate and creating a real global Organizational culture.

Chapter 13 - Global financial management
Chapter 13 addresses some of the most current issues that global corporations face in managing their financial resources. The first section deals with the risks associated with foreign exchange fluctuations and the hedging techniques used to cover those risks. The second part looks at project financing. The third part discusses the source of global financing both equity and debts. Finally trade financing is described in a fourth part. The chapter ends by giving an expanded example.


Part III, Broad Issues in Globalization, is particularly concerned with some recent technological and social developments that affect global firms as well as the challenges of the future.

Chapter 14 - Emerging Global Players
Chapter 14 describes the main characteristics of emerging countries, their development paths, and their attractiveness as markets and as offshore operational base as well as their competitiveness and the role of their global champions.

Chapter 15 - The social responsibility of the global firm
Chapter 15 describes the environmental and social issues associated with globalization and the work of global fi rms: corruption, environment protection, child labour and human rights being among the topics covered.

Chapter 16 - Global trends
Finally, Chapter 16 reviews some of the salient trends that can be anticipated in the future and that may affect the development of global firms. The chapter ends by presenting some future scenarios as well as some future global organizational designs.