TY  - BOOK
AU  - Bryan, Lowell
AU  - Fraser, Jane
AU  - Oppenheim, Jeremy
AU  - Rall, Wilhelm
TI  - Race for the world : : strategies to build a great global firm / 
SN  - 0-87584-846-X
PY  - 1999///
CY  - Boston : 
PB  - Harvard Business School Press, 
KW  - ESTRATEGIA EMPRESARIAL
KW  - EMPRESAS MULTINACIONALES
KW  - INTEGRACION ECONOMICA
KW  - GLOBALIZACION
N2  - This book focuses on new and useful ways of thinking about strategy in the integrating world economy. What will it take to win in markets and industries that are fundamentally changing and evolving? The key to success, say the authors, lies in owning and leveraging superior intangible assets - talent, knowledge, brands, relationships, and reputation. Examples of early leaders in the global game, reveal how winning players mobilize their intangible assets in a coherent strategy for an integrated global economic arena. Race for the World shows managers and strategies that market leaders must approach the unfamiliarity and uncertainty of the new economy not as a problem to avoid, but as an opportunity to shape their company's future - and shows them how to do so
ER  -