GLOBAL BUSINESS STRATEGY LECTURE1培训教材.pptVIP

Internationalisation and Managing Internationally Lecture Outline: Introduction to the module Overview of International Strategy Drivers of globalisation-localisation International strategy involves making choices... Ambition – long-term objectives Positioning – which customer segments / value proposition to customers Investment – to deliver value to customers competitively Organisation – people, structure, process and systems (Lasserre 2003) International strategy requires...... Creating a global philosophy and vision Analysing and interpreting change Developing competitive global strategies Effective management, coordination and control of operations Enhancing dynamic strategic capability Effective social and ethical philosophy global, local, or both? Going global means..... Global Industries – like aerospace, computers, telecommunication. Global Companies – operate in worlds main markets e.g. Coca Cola, Sony, Citibank Globalisation - a more integrated world Global Integration and Coordination – global web / interdependent operations .....make and sell the same thing, the same way, everywhere! (Levitt, 1980) Global Push Factors include.............. Technological factors – transport, communication, economies of scale Social factors – convergence of needs and tastes (Californisation of Society, Ohmea 1989) Political factors – liberalisation of trade investment Competitive factors – rise of Japanese MNEs NICs Benefits of Globalisation.. Cost benefits - scale economies Timing Benefits – worldwide product launch Learning benefits – transfer of best practices Arbitrage benefits – cross subsidisation Rarely all are achievable ! Benefits of localisation... Flexibility – better adaptation Proximity – understanding customers value curve Quick response time – to customer demands Requires decentralisation! The Global Integration / Local Responsiveness Grid by Prahalad and Doz (1987) Localisation Forces Globalisation Forces Low High Low High MICR0 CHIPS PHARMACEU