Global Strategies

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Chapter 15


Global Strategies
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Most managers are nearsighted. Even though
todays competitive landscape often stretches to
a global horizon, they see best what they know
best the customers geographically closest to
home. - Kenichi Ohmae
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A powerful force drives the world toward a
converging commonality, and that force is
technology The result is a new commercial
reality the emergence of global markets for
standardized consumer products on a previously
unimagined scale of magnitude. - Theodore Levitt
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My ventures are not in one bottom trusted, nor
to one place. - William Shakespeare The
Merchant of Venice
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Motivation for Global Strategies
Access Low-Cost Labor/Materials
Create Global Associations
Global Strategies
Obtain Scale Economies
Access National Incentives
Access Strategic Markets
Cross-Subsidize
Dodge Trade Barriers
Figure 15.1
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Effective Global Brand Management
Global Brand Planning System
Organizational Entity to Create Cross-Country
Synergy
Effective Global Brand Management
Global Brand Communication System
System to Create Brand-Building Brilliance
Figure 15.2
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Strategic Alliances

• Forms of Strategic Alliances
• Motivation for Strategic Alliances
• The Key-Maintaining Strategic Value for
  Collaborators
• Making Strategic Alliances Work