World View book cover small World View
edited by Jeffrey E. Garten.
Harvard Business School Press, 2000, 340 pages, $ 29.95.

From manufacturing strategies to human resource development to cultural complications, companies of all sizes and industries must grapple with the new and demanding issues created by the pervasive globalization of business.

As expected from a collection of Harvard Business Review articles, World View offers the best cutting-edge thinking on a number of these issues.

The articles, published between 1994 and 1999, are grouped into four categories: emerging markets, Europe and Asia, corporate strategies, and leadership. Some of the articles are groundbreaking but familiar -- for example, Michael Porter's article on clusters and Rosabeth Moss Kanter's discussion of how global businesses can work with local communities. "The Right Way to Manage Expats," by J. Stewart Black and Hal Gregerson, addresses another familiar topic.

An Authoritative Primer

Other less well-known topics and authors, however, are equally fascinating. In the essay, "Competing with Giants," for example, Niraj Dawar and Tony Front offer specific examples of how small, local companies in emerging markets can battle global goliaths invading their territory. And in "Making the Most of Foreign Factories," Kasra Ferdows shows how global companies can use foreign factories not only as a competitive weapon in the markets they serve but as competitive weapons in every market served by the company.

Authoritative and wide ranging, this collection of 16 essays offers executives a valuable primer on globalization.

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