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All Business is Local: Why Place Matters More than Ever in a Global, Virtual World Paperback – 23 Feb 2012

by John Quelch (Author), Katherine Jocz (Author)
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3.3 out of 5 stars 6 reviews from Amazon.com
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This book is a timely reminder that not all markets are global and even those that are have local foundations. Consumers trust big brands but they also trust local relationships based in their community. Well worth the read (Sir Terry Leahy, former CEO, Tesco)

This is not a back-to-basics book: it takes the debate a great step forward. All Business Is Local identifies and endorses the most important aspects of global market­ing - then convincingly demonstrates not just the need for local sensitivity but also the huge competitive value that an evocative sense of place can confer on ambitious brands (Sir Martin Sorrell, CEO WPP)

Technology has rendered distance irrelevant, but that does not mean we should for­get the importance of location. Quelch and Jocz remind us that, while we may all be global citizens, we are deeply influenced by our connections to place. All Business Is Local is a thoughtful and counterintuitive book (Don Tapscott, bestselling co-author of Wikinomics)

About the Author

John A. Quelch is dean, vice president and distinguished professor of inter­national management at the China Europe International Business School (CEIBS). He was formerly senior asso­ciate dean of the Harvard Business School and dean of the London Business School. He is also a director of WPP and Alere, a member of the Coun­cil on Foreign Relations, and a fellow of the Royal Geographical Society.

Katherine E. Jocz is a consultant and writer on marketing. She was formerly a research associate at the Harvard Business School and director of networks and relationships at Marketspace, a Monitor Group company. She has served as a member of the editorial review board of the Journal of Marketing and the board of directors of the Asso­ciation for Consumer Research.

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Amazon.com: 3.3 out of 5 stars 6 reviews
4 of 4 people found the following review helpful
4.0 out of 5 stars The more things change, the more they remain the same 18 Mar. 2012
By N. Noor - Published on Amazon.com
Format: Kindle Edition Verified Purchase
The authors do a great job of making the case for localization and importance of geography when it comes to branding, and in general marketing. There are some interesting anecdotes (e.g., how Malaysia attracted investment from multinational corporations) which make for an entertaining read. Also peppered throughout are high level frameworks that others have used to strike a balance around globalization and localization of various product attributes. These may help readers to consider new dimensions as they explore the concepts on their own.
Having said that, towards the end of the book, the proof to support the thesis around why location is ever so important gets a bit tiring, with the last chapter rehashing some of the concepts introduced earlier in the book.
1 of 3 people found the following review helpful
5.0 out of 5 stars Great seller and wonderful book 31 July 2012
By Torolover - Published on Amazon.com
Format: Hardcover Verified Purchase
I just ordered this book a few days ago, and I was surprised to receive it today. The delivery is absolutely quick, and the book condition is wonderful. The book itself contains many interesting examples. A must read if you are interested in business administration and things of that sort. Wonderful seller.
0 of 4 people found the following review helpful
1.0 out of 5 stars One Star 25 July 2014
By john broden - Published on Amazon.com
Format: Hardcover Verified Purchase
Crappy and long winding academic writing. Shoulda known...business self help books should be burned.
3 of 3 people found the following review helpful
3.0 out of 5 stars If You're Enamored of Globalism, Read This Book 10 July 2012
By Daniel and Keren Threlfall - Published on Amazon.com
Format: Hardcover
Responding to World is Flat Friedmanites and other idealogues of the globalized world economy, author John Quelch says "Actually, business is still very much local" (my paraphrase). In other words, business is and always will be serving local communities, influenced by local contexts, and driven by local factors." As the title says, all business is local.

Perhaps Quelch and Jocz are responding to a global-only business ideology that I am unaware of, but I thought the thesis was sort of a well-known fact. All business serves a clientele firmly ensconced within a locality. All business is affected by local factors. The authors' research was interesting, but almost unnecessary due to the obvious nature of the point being proven. People live in places. Business cater to people in places. Right.

This book, like other books that I've read, seems primarily to serve a select audience -- the C-level executives of Starbucks, Microsoft, McDonalds, and Dell. The book's advice, research, and directives seem best suited for massive global firms that operate on a multinational scale. This is a far cry from my little sandbox of limited business experience. This target audience focus isn't a problem. After all, there are a lot of Fortune 500 companies playing ball in the vast global arena, but aren't there more little guys, startups, and VC fledglings? Not all businesses aspire to the explosive franchise levels of a McDonald's.

I do, however, appreciate the authors' emphasis upon the importance of localized marketing and localized product tailoring. Despite the veneer of "globalism" upon the world business scene, the globe is still comprised of individuals who live in their own cultures. Businesses, like all of us, could be a bit better at cultural awareness, adaptation, and sensitivity.
4 of 5 people found the following review helpful
5.0 out of 5 stars An insightful book, stating the unstated! 27 April 2012
By Seng W. Loke - Published on Amazon.com
Format: Hardcover
The book has provided me new insights into the importance of location and place in business. I am a Computer Scientist, and have published work on place-based computing (including how to make places legible), but I find the ideas on place in this book from the business perspective useful. The book discusses the need to take into account how people think about places (such as the value of associating products with places that influences the perception of products, e.g., German car, etc), how people interact with the physical place, the role of virtual place (the Internet and how it can complement physical place), how geographic place should be approached, and about local and global markets (e.g., contextualization, etc). Several interesting observations are noted, e.g., that with Facebook, many friends of persons have a geographical bias - there tend to be more friends who are geographically closer to the person, even though Facebook is on the Internet, transcending geographical barriers. The book is a useful read even for Computer Scientists or anyone interested in understanding an aspect of how the world works.
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