search query: @author Millman, G. J. / total: 2
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| Author: | Millman, G. J. |
| Title: | The floating battlefield: corporate strategies in the currency wars |
| Journal: | Management Review
1990 : APR, VOL. 79:4, p. 56-60 |
| Index terms: | CORPORATE STRATEGY CURRENCY WAR MANAGERS INTERNATIONAL MONETARY SYSTEM MARKETING FINANCIAL RISK |
| Language: | eng |
| Abstract: | Managers are learning - sometimes the hard way - that a shift in international monetary exchange rates, will torpedo and company's price strategy that ignores currency risk. In this era of floating exchange rates, no business in the industrial world may consider itself completely insulated from currency risk. Historical lessons are presented. It is shown that the relationship between currencies that matter to the business. Arguments are provided that managers can manage this risk at the point where that relationship intersects with their business. Companies should be able to shift costs when currency relationships change. Sales and marketing issues are considered. The use of hedging is examined. |
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