By John A. Quelch
Today's company leaders are so passionate about all issues worldwide and digital that they threat neglecting the serious influence of actual position. it is a paradox of the net age: now that it is attainable for companies to be all over the place without delay, they should specialize in what it skill to be one particular position at a time.
The top international manufacturers, from IBM to McDonald's, are through layout additionally the top neighborhood manufacturers. for example, your determination to patronize Starbucks depends upon no matter if it is the top neighborhood espresso store in your local, now not on what number hundreds of thousands of world destinations it has.
Marketing specialists John Quelch and Katherine Jocz provide a brand new approach to take into consideration position in each strategic decision-from easy methods to leverage buyer institutions with destinations to the place to put items on the shelf. They discover case reports equivalent to Nike and The Apple shop, which use position in inventive ways.
Drawing on a mix of tough info and fascinating anecdotes, this booklet can assist any business-from worldwide mega-brands to boutique, small city shops- impression buyers extra effectively.
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All Business Is Local: Why Place Matters More Than Ever in a Global, Virtual World by John A. Quelch