{"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":"\u003cp\u003e • Author(s): Satish Nambisan\u003cbr\u003e • Publisher: MIT Press\u003cbr\u003e • Publisher Imprint: MIT Press\u003cbr\u003e • BISAC: Strategic Planning\u003c\/p\u003e\u003cp\u003e\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 \u003c\/p\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.","brand":"MIT Press","offers":[{"title":"Hardcover","offer_id":45086989484183,"sku":"9780262046329","price":1855.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780262046329.webp?v=1767639818","url":"https:\/\/atlanticbooks.com\/products\/the-digital-multinational-navigating-the-new-normal-in-global-business-9780262046329","provider":"Atlantic Books","version":"1.0","type":"link"}