Redefining Global Strategy, with a New Preface

New Tools for Succeeding Globally

Why do so many global strategies fail--despite companies'' powerful brands and other border-crossing advantages? Because a one-size-fits-all strategy no longer stands a chance.

When firms believe in the illusions of a "flat" world and the death of distance, they charge across borders as if the globe were one seamless marketplace. But cross-border differences are lar...