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Reliance on opportunism is a high-risk strategy in global business, yet many companies operate this way, often acting on limited amounts of information. Equally, many other companies implement strategies based on models formulated in the teaching rooms of business schools or the back recesses of consultants' offices. This book lightens the dark corridors of strategy development and shows its readers how to build strategies for success in the international marketplace, that take account of all the critical factors involved whilst allowing the use of personal judgement and process sureties. We call this the WRAP process.
List of contents
International Business: Rationale Overview of the WRAP Process International Business Cultures Understanding International Customers Building a Foundation Information Development Analysis and Strategic Prioritization Routes to Market Building a Strategy Strategy Implementation and Management
About the author
J. ANGUS GILLON, originator of the WRAP process, is a professional management consultant whose career has spanned an entire generation. During this time he has addressed critical management and strategic issues with major corporations and smaller companies, and now focuses most of his activity on guidance in global and international strategy and marketing.
LYNNE PEARSON is an American whose career in research and consultancy ultimately led her to become part of the International Consultancy Group strategy team. She has collaborated closely in the development of the WRAP process, and her professional focus is on strategy development in global markets.
Summary
Reliance on opportunism is a high-risk strategy in global business, yet many companies operate this way, often acting on limited amounts of information. Equally, many other companies implement strategies based on models formulated in the teaching rooms of business schools or the back recesses of consultants' offices. This book lightens the dark corridors of strategy development and shows its readers how to build strategies for success in the international marketplace, that take account of all the critical factors involved whilst allowing the use of personal judgement and process sureties. We call this the WRAP process.
Additional text
'This should be recommended reading for all professionals involved in international business.' - Stanley J. Paliwoda, Professor of Marketing, University of Strathclyde, UK
'Written by practitioners, it offers many comments of interest and guidelines for an entire strategy development process.' - Andrew Miskin, Spectra Journal of Management Consultant's Association
Report
'This should be recommended reading for all professionals involved in international business.' - Stanley J. Paliwoda, Professor of Marketing, University of Strathclyde, UK
'Written by practitioners, it offers many comments of interest and guidelines for an entire strategy development process.' - Andrew Miskin, Spectra Journal of Management Consultant's Association
