Doing Business Anywhere

Citation

Wonfor, L. (2009), "Doing Business Anywhere", Journal of Fashion Marketing and Management, Vol. 13 No. 2, pp. 297-298. https://doi.org/10.1108/13612020910957789

Tom Travis, a lawyer and consultant for governments and global trade companies, has put forward the Six Tenets of Global Trade to comprise an overview of the changing global business world, whilst providing guidance in how to perform and profit from a global perspective. Travis uses his wealth of experience with much anecdotal evidence from businesses around the world, combined with relationships and respect for culture as a major feature.

The book narrates through the six tenets, giving a basic explanation of global business with relevant economic trends, management guidance and consultancy approaches, all supported with an array of examples, many of which are apparel.

The Six Tenets comprise:

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  Take advantage of trade agreements: think outside the border – Offering basic explorations of quotas and international trading agreements, concurrently illustrating the increase in globalisation and demonstrating how companies seek advantages for competition by trading through bilateral and multilateral agreements.

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  Protect your brand at all costs – Discusses safeguarding a company's distinctiveness and protecting their worldwide reputation. By addressing common counterfeiting difficulties such as copy righting through to expertly linking free trade agreements and corporate social responsibility.

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  Maintain high ethical standards – Considers the transparency of local and international ethical laws. It debates that supply chains often conform to a number of different regulations. Travis notably associates the negative media over the years and recommends within this chapter that each company defines independent standards to ensure successful global relationships are formed and positively continued.

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  Stay secure in an insecure world – Focuses upon the need for safety and security within a supply chain specifically with the increase in world terrorism. 9/11 is sensitively discussed to reinforce the need for business practice to be alert within a company, whilst additionally complying with the increases in worldwide security procedure.

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  Expect the unexpected – Offers preparation and proactive advice which ensures contingency plans for any unexpected or uncertain event of any level. The chapter clearly demonstrates that no matter how prepared a business may be circumstances beyond control can occur and thus planning is both practical and essential.

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  All global business is personal – Relationship building and supply chain management is common marketing theory and practice today, yet Travis takes this further to suggest personal meetings with all business associations, despite geographical and cultural boundaries will spell success! An interesting read.

The concluding chapter summarises the tenets, offers future thoughts and recommendations for readers whilst ultimately proving that business can be done anywhere.

Travis ensures an effortless analysis in his own words, allowing an enjoyable and entertaining read in a reasonably short time. It is based from the perspective of the USA and its trading partners, yet Doing Business Anywhere offers international sources and constructive references for further reading, suitable to worldwide readers.

As a student the book offers a light‐hearted approach to real business examples. As a lecturer it offers an exploration of global business basics from a specialist's perspective. As both a student and lecturer, I found this book to be highly informative and suitable for a number of readers. I will recommend to my students and will be utilising within indicative reading lists, in addition to endorsing to my colleagues!