{"product_id":"the-digital-multinational-navigating-the-new-normal-in-global-business-9780262046329","title":"The Digital Multinational: Navigating the New Normal in Global Business","description":"\u003cb\u003eHow multinational companies can use digital technology to compete in a world where business is driven by the forces of both globalization and deglobalization.\u003c\/b\u003e \u003cp\u003e\u003c\/p\u003eDigital technology has put globalization on steroids; multinational companies now account for one-third of world GDP and one-fourth of world employment. And yet complicating this story of unchecked global capitalism are two contradictory forces. Even as advances in digital technology enable borderless markets, a new nationalism has emerged, reviving protectionism and railing against digital colonialism. In \u003ci\u003eThe Digital Multinational\u003c\/i\u003e, management experts Satish Nambisan and Yadong Luo examine how companies can adopt a dual strategy to cope with this new normal: harnessing the power of digital technology while adapting to the geopolitical realities of particular markets. \u003cp\u003e\u003c\/p\u003eKey to success, Nambisan and Luo explain, is the notion of \u003ci\u003etight and loose coupling\u003c\/i\u003e to characterize the relationship of the digital multinational to its global partners and subsidiaries. Identifying the tightness-looseness requirements of global business connectivity leads to successful business strategy. Drawing on real-world examples that include Burberry's entrance into the Chinese market, Unilever's AI-powered global talent marketplace, and the Vocal for Local movement in India, they develop a typology of global business contexts; discuss digital strategies for entering new markets, establishing digital platforms, managing globally dispersed activities, and pursuing innovation; and explain how these strategies can be part of a business leader's toolkit. \u003ci\u003eThe Digital Multinational\u003c\/i\u003e is an essential guide to competing in a business world driven by both globalization and deglobalization.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e MIT Press\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 02\/15\/2022\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780262046329\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 264","brand":"Satish Nambisan, Yadong Luo","offers":[{"title":"Default Title","offer_id":41573934629045,"sku":"9780262046329","price":25.46,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_c9ffb5b8-a343-492e-a747-68ed5582723b.jpg?v=1643687214","url":"https:\/\/pastforward.org\/products\/the-digital-multinational-navigating-the-new-normal-in-global-business-9780262046329","provider":"Past Forward","version":"1.0","type":"link"}