All Business Is Local:
Why Place Matters More Than
Ever in a Global, Virtual World
by John Quelch & Katherine Jocz
HF5415.1265 .Q45 2012
New Arrivals, 2nd floor
As I was browsing the Whitewater Banner this morning, I came across the story about the Downtown Whitewater, Inc’s annual meeting and its awards for local businesses [Go SweetSpot!]. With this in mind, I then scanned the shelves of the New Arrivals Island and found this week’s featured title to be pretty appropriate, and not just because there’s a cup of coffee on the cover.
Quelch and Jocz, both affiliated with the Harvard Business School, posit the idea that the emphasis on global culture may not be all that it’s cracked up to be. While our world has definitely shrunk with the lightning-fast technological innovation, large, multinational corporations have to win battles on the local level in order to succeed. They contend that place, “the points at which individual consumers interact with individual brands,” should guide strategic decisions. Covering the psychological, physical, and virtual places, the authors discuss the impacts on marketing demonstrate this concept with a number of real-world examples. This title is perfect for those of you that are looking at the effects of global companies on local economies.
