Chapter 9- Stragegic Planning

Chapter 9- Stragegic Planning - International Strategic...

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Unformatted text preview: International Strategic Planning November 1, 2010 Presented by: Professor Charles Skuba Entry modes projections 2 Source: UNCTAD Survey World Investment Prospects 2009- 2011 Globalization Drivers • Market Factors (the emerging global consumer market & global distribution systems) • Cost Factors (avoiding cost inefficiencies and duplication of effort) • Environmental Factors • Competitive Factors Commodities and scale-driven goods Consumer goods & locally delivered goods and services Government services Triad Established arena Globalized in 1980s Emerging countries Growing arena Globally contestable today Low-income countries Closed arena Still blocked or lacking significant opportunity C o u n t r y Global Local Industry L e s s g l o b a l i z e d M o r e g l o b a l i z e d The Global Landscape by Industry and Market Source: Adapted and updated from Jane Fraser and Jeremy Oppenheim, “What’s new about Globalization,” The McKinsey Quarterly 33 (no. 2, 1997): 173; and Jagdish N. Sheth and Atul Parkatiyar, “ The Antecedents and Consequences of Integrated Global Marketing,” International Marketing Review 18 (no. 1, 2001): 16-29 Globalization Salient factors affecting strategy • Globalization of markets and consumer behavior is ongoing and affects every market and marketer. • The international economic, political and cultural environment(s) present unique barriers, challenges and opportunities. • Multiple options exist for international strategy. • Consumer needs and behavior are influenced by local market conditions and cultural differences. • A fundamental conflict exists between globalization efficiency and local adaptation. “The Globalization of Markets” “ The globalization of markets is at hand. With that the multinational commercial world nears its end and so does the multinational corporation.” Theodore Levitt, The Globalization of Markets Multinational & global corporations • “It boils down to cost. The multinational corporation operates in a number of countries and adjusts its products and practices in each at high relative costs.” • “The global corporation operates with resolute constancy - at low relative cost - as if the entire world were a single entity. It sells the same things in the same way everywhere.” Source: Theodore Levitt, The Globalization of Markets Spectrum of Global Strategy for Multinational Corporations Multidomestic Global A series of distinct domestic...
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This note was uploaded on 12/01/2010 for the course MARK 261 taught by Professor Skuba during the Fall '10 term at Georgetown.

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Chapter 9- Stragegic Planning - International Strategic...

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