The Global Business Environment

Meeting the Challenges, third edition

by Janet Morrison

Book case studies

Part 1: The business in the global environment
Chapter 1 Introduction to the business enterprise
Chapter 2 Globalization and the business environment

Part 2: Economies and markets
Chapter 3 National economies in the global environment
Chapter 4 International trade and global competition
Chapter 5 Strategies in a globalized world

Part 3: Societies in the international environment
Chapter 6 Cultural and social environments
Chapter 7 The political environment
Chapter 8 The legal environment

Part 4: Global issues and business
Chapter 9 Financial markets
Chapter 10 Technology and innovation
Chapter 11 Ecology and climate change
Chapter 12 Ethics and social responsibility
Chapter 13 Critical themes in perspective


Chapter 1 Introduction to the business enterprise

OPENING CASE STUDY: The rise of the social web sees Facebook soar in popularity

  • Geographical focus: United States, global
  • Industry: Social web
  • Critical themes: Globalization, Changing societies, CSR
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: The Brics take the stage
  • Geographical focus: Brazil, Russia, India, China
  • Industry: Various, including manufacturing and natural resources
  • Critical themes: Globalization, Emerging economies, Multi-dimensional environment
MEET THE CEO: Guido Zegna, CEO of Italian luxury group, Zegna
  • Geographical focus: Italy, global
  • Industry: Retailing, fashion
  • Critical themes: Globalization, Changing societies, Emerging economies
CLOSING CASE STUDY: Cemex constructing a brighter future
  • Geographical focus: Mexico, global
  • Industry: Building materials, construction
  • Critical themes: Emerging economies, Globalization, CSR

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Chapter 2 Globalization and the business environment

OPENING CASE STUDY: Geely of China acquires iconic Swedish carmaker, Volvo

  • Geographical focus: China, Sweden
  • Industry: Automotive
  • Critical themes: Emerging economies, Globalization
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: Bumpy road for global car companies
  • Geographical focus: United States, Global
  • Industry: Automotive
  • Critical themes: Role of the state, Globalization, Multi-dimensional environment
MEET THE CEO: Paul Bulcke, CEO of Nestlé, the Swiss food company
  • Geographical focus: Switzerland, global
  • Industry: Food
  • Critical themes: Globalization, Emerging economies
CLOSING CASE STUDY: Nokia rises to the challenge of the changing mobile phones market
  • Geographical focus: Finland, Global
  • Industry: Mobile phones, telecommunications
  • Critical themes: Globalization, Emerging economies

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Chapter 3 National economies in the global environment

OPENING CASE STUDY: Polish entrepreneur puts best foot forward

  • Geographical focus: Poland
  • Industry: Retailing, shoe manufacturing
  • Critical themes: Changing societies, Emerging economies
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: Ireland’s roller coaster economy
  • Geographical focus: Ireland, European Union
  • Industry: Pharmaceuticals, computers
  • Critical themes: Role of the state, International risks, Globalization
MEET THE CEO: Jeff Kindler, CEO of Pfizer, the US pharmaceutical company
  • Geographical focus: United States, global
  • Industry: Pharmaceuticals
  • Critical themes: Globalization, Role of the state, CSR
CLOSING CASE STUDY: Tata’s prospects mirror those of India
  • Geographical focus: India, global
  • Industry: Various, including manufacturing
  • Critical themes: Globalization, Emerging economies

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Chapter 4 International trade and global competition

OPENING CASE STUDY: BHP Billiton digs deep in global markets

  • Geographical focus: Australia
  • Industry: Mining
  • Critical themes: Role of the state, Multi-layered environment, CSR
MEET THE CEO: Robert McDonald, CEO of Procter & Gamble (P&G)
  • Geographical focus: United States, global
  • Industry: Consumer goods
  • Critical themes: Globalization, Emerging economies
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: Africa’s natural resources: the example of Ghana
  • Geographical focus: Ghana
  • Industry: Oil, gold
  • Critical themes: Emerging economies, Role of the state, International risks
CLOSING CASE STUDY: Volkswagen builds on strengths in global markets
  • Geographical focus: Germany, global
  • Industry: Automotive
  • Critical themes: Globalization, CSR, Role of the state

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Chapter 5 Strategies for globalization

OPENING CASE STUDY: South Korea’s Kepco: the new global force in nuclear power stations

  • Geographical focus: South Korea, Middle East
  • Industry: Nuclear power
  • Critical themes: Multi-layered environment, Globalization
MEET THE CEO: Jorgen Buhl Rasmussen, CEO of Carlsberg, the Danish brewer
  • Geographical focus: Denmark
  • Industry: Brewing
  • Critical themes: Globalization, Role of the state, CSR
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: Mexico: the lagging OECD economy
  • Geographical focus: Mexico
  • Industry: Various, including manufacturing
  • Critical themes: Role of the state, Changing societies, Multi-dimensional environment
CLOSING CASE STUDY: Sony seeks to revive profitability
  • Geographical focus: Japan, global
  • Industry: Electronics
  • Critical themes: Globalization, International risk

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Chapter 6 Cultural and social environments

OPENING CASE STUDY: When cultures collide: Vale of Brazil takes over Inco of Canada

  • Geographical focus: Brazil, Canada
  • Industry: Mining
  • Critical themes: Changing societies, Multi-dimensional environment
MEET THE CEO: Yorihiko Kojima, CEO of Mitsubishi Corporation, the Japanese trading group
  • Geographical focus: Japan, global
  • Industry: Trading activities
  • Critical themes: Globalization, Emerging economies, International risk
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: The Arab world looks to the past and the future
  • Geographical focus: Middle East, North Africa
  • Industry: Natural resources
  • Critical themes: Changing societies, Multi-dimensional environment
CLOSING CASE STUDY: Variety is the spice of life for McDonald’s
  • Geographical focus: United States, United Kingdom
  • Industry: Fast food outlets
  • Critical themes: Changing societies, Globalization

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Chapter 7 Political environments

OPENING CASE STUDY: SAB Miller reaps rewards for investing in emerging markets

  • Geographical focus: United Kingdom, South Africa, emerging markets
  • Industry: Brewing
  • Critical themes: Emerging economies, Globalization, Multi-dimensional environment, CSR
MEET THE CEO: Zhang Xin, CEO, Soho China
  • Geographical focus: China
  • Industry: Property
  • Critical themes: Role of the state, Changing societies, Multi-dimensional environment
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: Hungary finds political consensus elusive
  • Geographical focus: Hungary, European Union
  • Industry: Various, including manufacturing
  • Critical themes: Role of the state, Changing societies, Multi-dimensional environment
CLOSING CASE STUDY: Gazprom: seeking new markets but weighed down at home
  • Geographical focus: Russia
  • Industry: Energy
  • Critical themes: Role of the state, Globalization

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Chapter 8 Legal environments

OPENING CASE STUDY: Anyone for a fake iPhone?

  • Geographical focus: China, global
  • Industry: Telecommunications
  • Critical themes: International risk, Globalization
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: Barriers on the rise in the ‘borderless’ world of the internet
  • Geographical focus: China, global
  • Industry: Internet services
  • Critical themes: Role of the state, Changing societies
MEET THE CEO: Mike Lynch, CEO of Autonomy, a British software company
  • Geographical focus: United Kingdom
  • Industry: Software
  • Critical themes: Globalization, CSR
CLOSING CASE STUDY: The crash which brought down an aircraft forever: Apportioning blame for the Concorde crash
  • Geographical focus: United Kingdom, France
  • Industry: Aviation
  • Critical themes: Role of the state, Multi-layered environment

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Chapter 9 Financial markets

OPENING CASE STUDY: The base of the pyramid: Microfinance goes global

  • Geographical focus: Bangladesh, global
  • Industry: Finance, social enterprise
  • Critical themes: Changing societies, CSR
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: Britain loses its shine in global finance
  • Geographical focus: United Kingdom, global
  • Industry: Finance
  • Critical themes: Globalization, Role of the state
MEET THE CEO: Kenichi Watanabe, CEO of Nomura, the Japanese investment bank
  • Geographical focus: Japan
  • Industry: Finance
  • Critical themes: Multi-layered environment, International risk, Multi-dimensional environment
CLOSING CASE STUDY: From cheese to chocolate: Kraft takes over Cadbury
  • Geographical focus: United Kingdom, United States
  • Industry: Food
  • Critical themes: Globalization, CSR

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Chapter 10 Technology and innovation

OPENING CASE STUDY: Applied Materials: Thinking small leads to thinking big

  • Geographical focus: United States, global
  • Industry: Solar energy
  • Critical themes: Globalization, CSR
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: Shake-up in the global pharmaceutical industry
  • Geographical focus: Global
  • Industry: Pharmaceutical, biotechnology
  • Critical themes: International risk, Globalization, CSR
MEET THE CEO: Kiran Mazumdar Shaw, Chairman and Managing Director of Biocon, the Indian biotechnology company
  • Geographical focus: India
  • Industry: Pharmaceutical, biotechnology
  • Critical themes: Emerging economies, Globalization, Multi-layered environment
CLOSING CASE STUDY: What lies behind Samsung’s competitiveness?
  • Geographical focus: South Korea
  • Industry: Electronics, telecommunications, microchips
  • Critical themes: Globalization, CSR, Changing societies

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Chapter 11 Ecology and climate change

OPENING CASE STUDY: BYD is fired up – on batteries

  • Geographical focus: China
  • Industry: Batteries, automotive
  • Critical themes: Emerging economies, Globalization
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: Balancing development and conservation: Brazil’s dilemma
  • Geographical focus: Brazil
  • Industry: Natural resources, agriculture
  • Critical themes: Emerging economies, Multi-dimensional environment, Changing societies
MEET THE CEO: Khalid al-Falih, CEO of Saudi Aramco, the oil producer
  • Geographical focus: Saudi Arabia
  • Industry: Petroleum
  • Critical themes: Changing societies, CSR, Globalization, Role of the state
  • CLOSING CASE STUDY: Oil companies scramble for stakes in Iraq’s oilfields
  • Geographical focus: Iraq
  • Industry: Petroleum
  • Critical themes: Changing societies, CSR, Globalization, Role of the state

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Chapter 12 Ethics and corporate social responsibility

OPENING CASE STUDY: Cargill, the ‘farm-to-fork’ giant

  • Geographical focus: United States, Indonesia, global
  • Industry: Agriculture
  • Critical themes: Globalization, CSR
EXPLORING THE GLOBAL BUSINESS ENVIRONMENT: Food security in the world: a safer future?
  • Geographical focus: Global
  • Industry: Agriculture
  • Critical themes: Multi-layered environment
MEET THE CEO: Paul Polman, CEO of Unilever
  • Geographical focus: United Kingdom, Netherlands
  • Industry: Consumer goods
  • Critical themes: Emerging economies, CSR
CLOSING CASE STUDY: Wal-Mart: Can bigger be better?
  • Geographical focus: United States
  • Industry: Retailing
  • Critical themes: Multi-dimensional environment, Multi-layered environment, CSR

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Chapter 13 Critical themes in perspective

OPENING CASE STUDY: Shining a spotlight on working conditions at China’s Foxconn

  • Geographical focus: China
  • Industry: Manufacturing
  • Critical themes: Changing societies, CSR, Globalization
CLOSING CASE STUDY: Oil spill in the Gulf of Mexico sparks a re-think of regulation in the oil industry
  • Geographical focus: United States
  • Industry: Oil industry
  • Critical themes: CSR, Role of the state, Multi-layered environment

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