Business Without Borders: A Strategic Guide to Global Marketing Review

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Business Without Borders: A Strategic Guide to Global Marketing ReviewDePalma's book is much more than the sub-title "A Strategic Guide to Global Marketing" implies. It really addresses the strategic and tactical changes a company must go through internally in order to reap benefits from the world-wide marketplace. The first big "thread" that is important to me in the book is that globalizing a company is a process that needs to be worked through - you can't just mandate it into existence. You can't go into the process with the right answers ahead of time - they have to be discovered by going through the process. The second is that the effort requires corporate commitment: it requires a comprehensive and unified view, high-level corporate buy-in and support, and a person accountable for making it all happen. His concept of the Chief Globalization Officer (CGO) is precisely the answer most companies need. I highly recommend the book to globalization neophytes and experts alike.Business Without Borders: A Strategic Guide to Global Marketing Overview

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