The acceleration of globalization and the growth of emerging economies present signifi
cant opportunities for business expansion. One of the quickest ways to achieve
effective international expansion is by leveraging the web, which allows for the technological
connectivity of global markets and opportunities to compete on a global basis.
To systematically engage and thrive in this networked global economy, professionals
and students need a new skill set – one that can help them develop, manage, assess, and
optimize efforts to successfully launch websites for tapping global markets.
Welcome to the paperback edition of The Lexus and the Olive Tree. Readers of the
original hardback version of the book will notice that several things have changed in this
new version. But what has not changed is the core thesis of this book: that globalization
is not simply a trend or a fad but is, rather, an international system.
We have found the use of the radar — our risk radar — to be a simple
and useful device to allow us to present a snapshot of the top 10 strategic
business risks for a company, a sector or indeed the global economy
as a whole. The radar allows us to show both the scale of the challenge
and its nature.