国际商务InternationalBusiness(CharlesW.L.Hill第七版)Chap012TheStrategyofInternationalBusiness教学教材演示幻灯片.pptVIP

Choosing A Strategy There are four basic strategies to compete in the international environment: global standardization localization transnational International The appropriateness of each strategy depends on the pressures for cost reduction and local responsivness in the industry Choosing A Strategy Figure 12.7: Four Basic Strategies Global Standardization Strategy The global standardization strategy focuses on increasing profitability and profit growth by reaping the cost reductions that come from economies of scale, learning effects, and location economies The strategic goal is to pursue a low-cost strategy on a global scale The global standardization strategy makes sense when: there are strong pressures for cost reductions demands for local responsiveness are minimal Localization Strategy The localization strategy focuses on increasing profitability by customizing the firm’s goods or services so that they provide a good match to tastes and preferences in different national markets The localization strategy makes sense when: there are substantial differences across nations with regard to consumer tastes and preferences where cost pressures are not too intense Transnational Strategy The transnational strategy tries to simultaneously: achieve low costs through location economies, economies of scale, and learning effects differentiate the product offering across geographic markets to account for local differences foster a multidirectional flow of skills between different subsidiaries in the firm’s global network of operations The transnational strategy makes sense when: cost pressures are intense pressures for local responsiveness are intense International Strategy The international strategy involves taking products first produced for the domestic market and then selling them internationally with only minimal local customization The international strategy makes sense when there are low cost pressures low pressures for local responsiveness Classroom Per