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Book details ●

Author : Charles Edward Wilson Professor of Business Administration and Professor in Health Policy and Management John A Quelch

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Pages : 248 pages

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Publisher : Portfolio 2012-02-02

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Language : English

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ISBN-10 : 1591844657

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ISBN-13 : 9781591844655

Book Synopsis All Business Is Local Why businesses should never underestimate the power of place. Today s business leaders are so obsessed with all things global and virtual that they risk neglecting the critical impact of physical place. It s a paradox of the Internet age: now that it s possible for businesses to be everywhere at once, they need to focus on what it means to be one specific place at a time.The best global brands, from IBM to McDonald s, are by design also the leading local brands. For instance, your decision to patronize Starbucks will depend on whether it s the best local coffee shop in your neighborhood, not on how many thousands of global locations it has.Marketing experts ...