The best books for global business leaders

Consumer behavior is deeply rooted in culture. Where we live and grow up in the world shapes how we think and what we buy.

As a marketing executive, I loved learning from Rapaille’s examples, which are rooted in experience with some of the most successful product launches and advertising campaigns in history. He has used these principles to achieve international business success for some of the world’s most iconic brands. His theory helped Chrysler with the PT Cruiser launch. He also influenced the famous Procter & Gamble campaign for Folger’s Coffee, one of the most successful ad campaigns in history.

This is my top pick for international business professionals who want to learn how to build a successful global brand.

Inclusive marketing and culture to help companies create lasting business and social impact?

This book was written by a brand strategist and cultural theorist who works at Reddit, and it speaks straight to my heart as a marketing executive in technology. What I love most are the examples from leading brands, such as Microsoft, Unilever, Pinterest, Nike, and P&G. I also appreciated the examples from marketing leaders from Dentsu, Edelman, Digitas, WPP, and others.

What I really enjoy about this book is that it presents an entire system to help marketers understand how to embed cultural fluency into various aspects of their marketing strategies.

Global business and remote work often go hand in hand. Having worked in a large multinational business, I’ve seen how the issues Tsedal covers actually play out in practice. She talks extensively about two important goals for any remote global team: productivity and trust, and how to achieve both in cross-national remote work settings.

I’ve always found that creating a stable and repeatable operating cadence is critical for driving success with remote global teams. Remote workers crave predictability, and Tsedal talks about how important this is, based on her research and work as a professor at Harvard Business School.

I appreciate that she highlights the fact that preferences around synchronous and asynchronous communication can change depending on employees’ cultures and language competence levels. 

So much of culture is unspoken and unseen. That’s why I love Erin Meyer’s classic book on doing business across borders.

As someone who oversees a global marketing team with people in various countries, I really relate to the compelling anecdotes she provides throughout. My favorite examples are ones where she showcases the misunderstandings that often go unseen and breaks down what is really happening behind the scenes when people from different cultures struggle to communicate in business settings.

Understanding high-context and low-context cultures is so important in global business. Having worked with employees in Japan, a high-context culture, I fully agree with her advice that global businesses should work toward making context more explicit so that all employees can thrive.

Geopolitics shape economies. Success in global business depends on understanding the economies in which you operate. That’s why I’m a major fan of this book by Tim Marshall. He’s a former diplomatic editor and foreign correspondent who uses his experiences and research in a really compelling way.

When I was leading international expansion and strategy for HubSpot, a large public software company, one of the factors I had to look at to choose our next office locations was the political and economic stability of the different countries we were evaluating.

For anyone working at a global company, it’s important to understand the relationships between nations that often underpin local economies and dictate their future.