(精选)商务英语综合教程(下册)Unit 6 How Companies Succeed in Interntional Market课件.pptVIP

Unit Six ;Introduction; Text ; 1 Around the world, companies that have achieved international leadership employ strategies differing from each other in every aspect. But while every successful company will employ its own particular strategy, the underlying mode of operation – the character and trajectory of all successful companies – is fundamentally the same. ; 4 In international markets, innovations that yield competitive advantage anticipate both domestic and foreign needs. For example, as international concern for product safety has grown, Swedish companies like Volve, Atlas Copco, and AGA have succeeded by anticipating the market opportunity in this area. On the other hand, innovations that respond to concerns or circumstances that are peculiar to the home market can actually retard international competitive success. The lure of the huge US defense market, for instance, has diverted the attention of US materials and machine-tool companies from attractive, global commercial markets. ; 5 Information plays a large role in the process of innovation and improvement – information that either is not available to competitors or that they do not seek. Sometimes it comes from simple investment in research and development or market research; more often, it comes from effort and from openness and from looking in the right place unencumbered by blinding assumptions or conventional wisdom. ; 6 This is why innovations are often outsiders from a different industry or a different country. Innovation may come from a new company, whose founder has a nontraditional background or was simply not appreciated in an older, established company. Or the capacity for innovation may come into an existing company through senior managers who are new to the particular industry and thus more able to perceive opportunities and more likely to pursue them. Or innovation may occur as a company diversifies, bringing new resources, skills, or perspectives to another i