Global Business: Strategy in Context

Despite the flattening effects of globalisation, international business demonstrates huge diversity and complexity. After COVID-19, we can now see much clearer that the global economy provides a complex, interconnected, dynamic and uncertain context in which to trade internationally. This book addresses the ‘new abnormal’ in which we now operate—one of systemic risk, where adaptive strategy and resilient operations have become mandatory. This book is about understanding global contexts and trends, including protectionism and ‘slowbalisation’. It covers threats and opportunities; the drivers and nature of globalisation; multilateral organisations; economic blocs; and the political, economic, social, technological and legal differences that regions and countries exhibit. The author tackles how businesses devise strategies that work internationally, in different parts of the globe; planning entry strategies for new markets; and deciding on evolution, alliances and growth.