Global Business Strategy, 2nd Edition

Preface

This book introduces the fundamentals of global strategic thinking. We begin by analyzing the growing number of global business changes and the increased uncertainty they have brought with them. With nationalism on the rise in the Western world, the tariff wars between the United States and China, the shift of the commercial center of gravity to Asia, the worldwide COVID-19 coronavirus pandemic, and the opportunities and risks associated with staking out a global competitive presence have increased substantially.

Underestimating risk can lead to strategies that neither defend against the threats nor take advantage of the opportunities that higher uncertainty levels may provide. At the other extreme, assuming that the world is entirely ...