{"product_id":"9780262548502","title":"The Digital Multinational","description":"\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\u003cbr\u003e\u003cbr\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.\u003cbr\u003e\u003cbr\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":"Satish Nambisan, Yadong Luo","offers":[{"title":"MIT Press |  Paperback \/ softback | Trade paperback (US) |  2025-08-05","offer_id":44663257071871,"sku":"9780262548502","price":35.95,"currency_code":"CAD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0329\/9075\/7001\/files\/BNCImageAPI_fe22a991-2f6c-4be9-b76c-00cf74d54308.jpg?v=1704602909","url":"https:\/\/riverbookshop.com\/products\/9780262548502","provider":"River Bookshop","version":"1.0","type":"link"}