Kellogg World Alumni Magazine, Spring 2003Kellogg School of Management
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  Kellogg on Global Issues in Management

Kellogg on Global Issues in Management

The 2002 anthology Kellogg on Global Issues in Management: Building Competitive Advantage in Global Markets explores the managerial challenges of operating in an evolving global market, animating the discussion by examining the innovative approaches some firms have developed.

The anthology, edited by Kellogg School Associate Professor Anuradha Dayal-Gulati, comprises some of the best reports written by Kellogg MBA students in the school’s longstanding Global Initiatives in Management (GIM) course. As they have done for more than a decade, GIM students and their faculty advisers worked in teams on research projects in a country and industry of their choice, developing analyses through lectures from country and industry experts, extensive background studies and firsthand field research. The resulting anthology focuses on strategic business issues related to China and Latin America, but also includes studies of the European Union, Russia and Africa.

“Developing Leaders and Managers for the New Chinese Economy,” one of 17 chapters in the text, underscores the growing demand for business managers in multinational and Chinese corporations and examines the qualities these new leaders must have. As business there moves away from paternalistic models, Western skills tailored to China’s cultural context will prove crucial to success. The chapter draws on experiences of successful multinationals to provide recommendations for developing these skills.

The chapter titled, “AIDS Prevention through Marketing in Ghana,” shows how firms in this West African country are adopting training seminars and marketing campaigns to educate employees and consumers about AIDS and its prevention. The authors use Kellogg marketing guru Philip Kotler’s social marketing framework to analyze a number of marketing initiatives, including those that partner firms with nongovernmental organizations in outreach efforts.

In all, the text provides much to contemplate for firms re-examining their investment decisions overseas.

— KC

©2002 Kellogg School of Management, Northwestern University