Dear Colleagues,

I am pleased to announce my recently published book.

 “Global Business Strategy: Asian Perspective (2nd edition)”.

As the second edition of Global Business Strategy, this book provides novel insights on how a firm can formulate a successful approach toward its global business from both the Western and Asian perspectives. In this respect, the book's overall goal is to bridge the gap between these two different viewpoints. This second edition includes more recent business theories, techniques, and cases within the field of global business strategy. Specifically, it includes theories and techniques like creating shared value (CSV), the global value chain (GVC), platform strategy, and business ecosystem. They are shown to be important tools for enhancing competitiveness and maintaining sustainability among firms in today's rapidly changing international business environment. This is very much evident today given the critical challenges arising from the trade tensions between the United States and China, emerging technologies such as artificial intelligence and digital transformation, and the unprecedented disruptions brought on by the coronavirus pandemic. I hope that this book will serve as a useful companion for students, business practitioners, policymakers, and the more general readers interested in issues related to competitiveness and business.

All the best,

Hwy-chang Moon

Professor Emeritus and Former Dean, GSIS, Seoul National University

Overseas Professor, Beijing Normal University Business School

Chairman, The Institute for Policy & Strategy on National Competitiveness (IPSNC)

Email: [log in to unmask]


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