Week 3 ISM Spring2011 - IM Spring 2011 INTERNATIONAL...

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IM Spring 2011 1 I NTERNATIONAL S TRATEGIC M ANAGEMENT W EEK 3 DR PAULA TOMSETT T HIS WEEK Video: Local Versus Global, Maurice Levy, Publicis Groupe Chapter 3 Resources and Capabilities PechaKucha presentations: Kerim, Sadrac, Ona and Jack Case 1.1 (pg 123-131) The Japanese Bookselling Industry 2 V IDEO : L OCAL V ERSUS G LOBAL , M AURICE L EVY , P UBLICIS G ROUPE 1. What does Maurice Levy mean when he says that one cannot have only a global view? 2. Mr. Levy said that sometimes one may have a branding strategy that will work with several countries and that at other times the strategy must be local – does that support or contradict the theories of Smith and Ricardo or modern theory such the resource-based view? 3. How does his illustration of taking a client to dinner and the comments during the resulting conversation illustrate the benefits of trade? 4. Although he was very supportive of trade, he said it does have dangers: have you or anyone you know experienced the problems he mentioned? 5. He mentioned the impact of different cultures and values in international trade – do you think that such differences will increase or decrease in the years to come? 3 1. What does Maurice Levy mean when he says that one cannot have only a global view? Mr. Levy points out that one must be careful to not have a global view that overlooks differences among countries. Those differences may be opportunities for international trade. 4 2. Mr. Levy said that sometimes one may have a branding strategy that will work with several countries and that at other times the strategy must be local – does that support or contradict the theories of Smith and Ricardo or modern theory such the resource-based view? Smith and Ricardo focused on how countries could make use of their capabilities in international trade but neither indicated that because the capabilities of a given country provides trade opportunities with some other country that all countries must also have such needs. As covered in this chapter, the resource-based view suggests that “nations trade,
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This note was uploaded on 04/17/2011 for the course FINANCE 1001 taught by Professor Lochengshu during the Spring '11 term at National Cheng Kung University.

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Week 3 ISM Spring2011 - IM Spring 2011 INTERNATIONAL...

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