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Bookshelf
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.
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KC
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