The Digital Multinational: Navigating the New Normal in Global Business
The Digital Multinational: Navigating the New Normal in Global Business How multinational companies can use digital technology to compete in a world where business is driven by the forces of both…
Specifikacia The Digital Multinational: Navigating the New Normal in Global Business
The Digital Multinational: Navigating the New Normal in Global Business
How multinational companies can use digital technology to compete in a world where business is driven by the forces of both globalization and deglobalization.Digital technology has put globalization on steroids; multinational companies now account for one-third of world GDP and one-fourth of world employment. Even as advances in digital technology enable borderless markets, a new nationalism has emerged, reviving protectionism and railing against digital colonialism. And yet complicating this story of unchecked global capitalism are two contradictory forces.
In The Digital Multinational, 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.Key to success, Nambisan and Luo explain,