Race for the World

Race for the World, by Lowell L. Bryan, Jeremy Oppenheim, Wilhelm Rall and Jane Fraser

The rewards of building a great global firm at this moment in time are extraordinary. All the international ventures that have shaped the world economy to date, from the early spice trade to today’s multinational corporations, amount to a pebble’s ripple in a pond compared with the ocean of opportunity now opening to those ambitious enough to navigate its waters. The world’s economy is integrating as never before, driven by the erosion of national borders, the increasing mobility of capital, and the escalating power of technology. As serious contenders accelerate their strategies to match the pace of globalization, the race to build a truly great global firm is on.

Race for the World contends that standing still-or simply running in place-is not an option. This prophetic, timely book focuses on new and useful ways of thinking about strategy in the integrating world economy. What will it take to win in markets and industries that are fundamentally changing and evolving? The key to success, say the authors, lies in owning and leveraging superior intangible assets-talent, knowledge, brands, relationships, and reputation.

Examples of early leaders in the global game, including powerhouses such as Coca-Cola, Citigroup, Dell, and SAP, reveal how winning players mobilize their intangible assets in a coherent strategy for an integrated global economic arena. The uncertain, volatile nature of globalization means that pace and timing-knowing not just what to do but when to do it-will be critical to success. New opportunities and advantages will be plentiful, yet they will just as certainly be quickly claimed by competitors both known and unknown. Race for the World shows managers and strategists that market leaders must approach the unfamiliarity and uncertainty of the new economy not as a problem to avoid, but as an opportunity to shape their company’s future-and shows them how to do so. (Amazon.com)

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