| Title |
Tectonic
Shift-the Geoeconomic Realignment
of Globalizing Markets
|
| Author |
Jagdish
N. Sheth & Rajendra S. Sisodia |
| Price |
Rs.
550/- |
|
By: Chikita Kukreja
About
the author - Jagdish N. Sheth
is a renowned scholar and world authority
in the field of marketing. His insights
on global competition, strategic thinking,
consumer behavior, and relationship management
are considered revolutionary.
Rajendra S. Sisodia is Professor of Marketing
and the Founding Director of the Center
for Marketing Technology at Bentley College,
Waltham. An electrical engineer from BITS,
Pilani, Dr. Sisodia has a Ph.D. in Marketing
and Business Policy from Columbia University.
About
the Book
Tectonic
Shift represents a continuation of
the journey started by Commanding Heights,
Daniel Yergin and Joseph Stanislaw's masterful
recounting of the economic history of
the 20th century. The book offers a plausible
scenario on how the global economy is
likely to evolve in the first few decades
of the 21st century. So, in short it looks
at global economies in view of the emerging
geopolitical forces.
The book focuses on the future of different
nations of the globe taking into consideration
their economic and political state. The
political system of a nation directly
influences its economic balance. Sheth
and Sisodia have divided the world's developmental
process into three basic growth engines
- Western Europe in 1800s, United States
in 1900s and Large Emerging Nations in
the 21st century. Of all the countries
in the world, United States has the highest
economic output according to the World
Bank.
According to the authors, `the surest
and the farthest way to benefit the largest
number of people is to create true synergy
by speeding integration between advanced
and less developed countries.'
The authors, take case studies from across
Europe, America, Japan, South Korea, Africa,
Australia, and India to discuss the challenges
faced from a historical perspective. Taking
a futuristic view they also attempt to
put forth the threats of tomorrow. They
believe that by 2025, most countries of
the world would be loosely or tightly
aligned by the three trade blocs which
are America, Europe and Asia.
The chapter wise description of the book
makes the process of learning extremely
interesting. The first few chapters explain
in detail the 'magic of Ricardo' (read
David Ricardo's theory of comaprative
advantage) showing how free trade will
prove to be beneficial in the future.
Later, the authors focus on what each
trade bloc must do to make itself globally
competitive providing an overview of the
needed change against the challenges to
be faced.
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