The organization of this edition is similar to that of its predecessor.
Three changes have been made in response to adopter feedback. First, we
no longer include articles in order to provide a broader selection of
cases. Second, about 40 percent of the cases in this edition are new.
Third, an increased emphasis has been placed on cases in emerging
markets, including the Middle East, as well as Asia, Latin America and
Central Europe.
An Instructor's Resource Manual, which includes teaching notes for all of the cases, is also available. Please
contact your Prentice Hall sales representative to obtain a copy.
Our sincere thanks to those whose collaborations with us have made this
fourth edition possible. They include Assistant Professors David
Arnold, Ashish Nanda and Das Narayandas of Harvard Business School and
Professor Roderick White of the University of Western Ontario. Our
Research Associates and MBA students - Michele Calpin, Lisa Klein,
Nathalie Laidler, Afroze Mohammed, Takia Mahmood and Robin Root - each
aided in the field research of one or more cases and in the development
of case drafts.
Thanks also to Dean Kim Clark and the Division of Research of Harvard
Business School for the financial support that made possible the
development of the materials included in this text.
Michael Roche, our editor at Prentice Hall, and his colleagues
researched adopter reactions to the previous edition, and thereby
influenced the organization and content of the fourth edition. Barbara
Stratton has been especially helpful in the production process.
While many people have assisted us in preparing this book, we remain
solely responsible for any inaccuracies or omissions. We wish our
readers - whether they be managers, instructors or students - success
and enjoyment in grappling with the exciting challenges faced by the
business protagonists in our cases, and we thank them for sharing their
problems and experiences with us.
John A Quelch London Business School
Christopher A Bartlett Harvard Business School
© 2000 Prentice-Hall, Inc.
A Pearson Education Company
Upper Saddle River, New Jersey 07458