[管理学]国际商务 Chap12 中文翻译.pptVIP

International Business 国际商务 Chapter 12 The Strategy of International Business Introduction What actions can managers take to compete more effectively as an international business? How can firms increase profits through international expansion? What international strategy should firms pursue? Strategy And The Firm A firm’s strategy refers to the actions that managers take to attain the goals of the firm Profitability收益率 can be defined as the rate of return the firm makes on its invested capital Profit growth收益增长率is the percentage increase in net profits over time Expanding internationally can boost profitability and profit growth Strategy And The Firm Figure 12.1: Determinants of Enterprise Value Value Creation The value created by a firm is measured by the difference between V (the price that the firm can charge for that product given competitive pressures) and C (the costs of producing that product)一个公司创造的价值可以由V（公司可以为有竞争力的商品标的价格）和C（这个产品的制作成本）的差值来衡量。 The higher the value customers place on a firm’s products, the higher the price the firm can charge for those products, and the greater the profitability of the firm 消费者对一个公司的产品认为的价格越高，公司可以要的价格就越高，公司的盈利就越大。 Value Creation Figure 12.2: Value Creation Classroom Performance System What is the rate of return the firm makes on its invested capital? a) Profit growth b) Profitability c) Net return d) Value created Value Creation Profits can be increased by: adding value to a product so that customers are willing to pay more for it – a differentiation strategy lowering costs – a low cost strategy Michael Porter argues that superior profitability goes to firms that create superior value by lowering the cost structure of the business and/or differentiating the product so that a premium price can be charged Strategic Positioning Michael Porter argues that firms need to choose either differentiation or low cost, and then configure internal operations to support the choice迈克尔.波特认为公司需要选择区分化或是低成本（战略），并且确认为支持此