ESCP Europe

Item type

Book

Language

English

Publication year

2022

Contributors

• BRAAMS, Conny

ISBN

978-0-262-04632-9

Companies

UNILEVER - BURBERRY'S

" Digital 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. This book examines 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. (source: publisher)"