Part One: Developing the Global Mind-Set.

1. Theodore Levitt’s “The Globalization of Markets”: An Evaluation After Two Decades (Richard S. Tedlow, Rawi Abdelal).

2. “The Globalization of Markets”: A Retrospective with Theodore Levitt (Stephen A. Greyser).

3. “The Globalization of Markets” Revisited: Japan After Twenty Years (Hirotaka Takeuchi).

Part Two: Managing the Global Business.

4. Rooting Marketing Strategy in Human Universals (Luc Wathieu, Yu Liu, Gerald Zaltman).

5. Organizing Multinational Companies for Collaborative Advantage (Morten T. Hansen, Nitin Nohria).

Part Three: Managing Global Products.

6. Global Standardization versus Localization: A Case Study and a Model (Pankaj Ghemawat).

7. It’s a Small World After All . . . or Is It? The State of Globalization in the Worldwide Automotive Industry (Nick Scheele).

Part Four: Managing Global Brands.

8. Strategies for Managing Brand and Product in International Markets (Hans-Willi Schroiff, David J. Arnold).

9. Managing the Global Brand: A Typology of Consumer Perceptions (Douglas B. Holt, John A. Quelch, Earl L. Taylor).

Part Five: Managing Global Services.

10. The Globalization of Marketing Services (Martin Sorrell).

11. Cost Economies in the Global Advertising and Marketing Services Business (Alvin J. Silk, Ernst R. Berndt).

Part Six: Managing Global Supply and Distribution.

12. Managing Global Supply Chains (Ananth Raman, Noel Watson).

13. Globalization of Retailing (David E. Bell, Rajiv Lal, Walter Salmon).

Part Seven: Setting the Global Agenda.

14. The Empire Strikes Flak: Powerful Companies and Political Backlash (Daniel Litvin).

15. Globalization and the Poor (V. Kasturi Rangan, Arthur McCaffrey).

Notes and References.

The Authors.

Index.