©2004 prentice hall11-1 chapter 11: international strategic management international business, 4 th...
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©2004 Prentice Hall11-1
Chapter 11:InternationalStrategic Management
International Business, 4th Edition
Griffin & Pustay
©2004 Prentice Hall11-2
Chapter Objectives_1
Characterize the challenges of international strategic management
Assess the basic strategic alternatives available to firms
Distinguish and analyze the components of international strategy
©2004 Prentice Hall11-3
Chapter Objectives_2
Describe the international strategic management process
Identify and characterize the levels of international strategies
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International Strategic Management
Comprehensive and ongoingmanagement planning process aimed at
formulating and implementingstrategies that enable a firm to compete
effectively internationally
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Fundamental Questions
What products and/or services does the firm intend to sell?
Where and how will it make those products or services?
Where and how will it sell them? Where and how will it acquire the necessary
resources? How does it expect to outperform its
competitors?
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Factors Affecting International Strategic Management for U.S. Firms
Language Culture Politics Economy Governmental
interference Labor Labor relations
Financing Market research Advertising Money Transportation/
communication Control Contracts
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Sources of Competitive Advantage for International Businesses
Global efficiencies Multinational flexibility Worldwide learning
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Japanese MNC Matsushita has location efficiencies by producing microwaves in Shanghai to take advantage of
China’s low labor costs
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Strategic Alternatives
Home replication strategy Multidomestic strategy Global strategy Transnational strategy
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Figure 11.1 Strategic Alternatives
Global StrategyThe firm views the world assingle marketplace. Primarygoal is to create standardizedproducts
Home ReplicationThe firm uses the core com-petency or firm-specific advantage it developed athome
Multidomestic StrategyThe firm operates as a collection of relativelyindependent Subsidiariesfocusing on domestic market
Transnational StrategyThe firm attempts to combinethe benefits of global scaleefficiencies with the benefitsof local responsiveness
Low HighPressures for Local Responsiveness and Flexibility
Pre
ssur
es f
or G
loba
l E
ffic
ienc
ies
High
Low
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Components of International Strategy
Distinctive competence Scope of operations Resource deployment Synergy
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Distinctive Competence
Answers the question– What do we do exceptionally well,
especially as compared to our competitors?
Represents important resource to the firm
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Scope of Operations
Answers the question– Where are we going to conduct business?
May be defined by– Geographical region
– Market or product niches within regions
– Specialized market niches
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Resource Deployment
Answers the question– Given that we are going to compete in
these markets, how will we allocate our resources to them?
May be specified by– Product lines
– Geographical lines
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Synergy
Answers the question– How can different elements of our
business benefit each other?
Goal is to create a situation where the whole is greater than the sum of the parts
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The Internet makes business through virtual markets possible anytime and anywhere!
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Figure 11.2 Steps in International Strategy Formulation
Develop a Mission Statement
Perform a SWOT Analysis
Set Strategic Goals
Develop TacticalGoals and Plans
Develop a Control Framework
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Mission Statements
Clarifies the organization’s purpose, values, direction
Communicates firm’s strategic direction Specifies firm’s target customers and
markets, principal products, geographical domain, core technologies, concerns for survival, plans for growth and profitability, basic philosophy, and desired public image
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Mission Statements
Hershey Foods– No. 1 confectionary company in North
America, moving toward worldwide confectionary market share leadership
Carpenter Technology– Major, profitable, and growing international
producer and distributor of specialty alloys, materials, and components
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Environmental Scanning
Environmental scan: systematic collection of data about all elements of the firm’s external and internal environments– Markets– Regulatory issues– Competitors’ actions– Production costs– Labor productivity
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SWOT Analysis
Strengths Weaknesses Opportunities Threats
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Control Framework
Set of managerial and organizational processes that keep firm moving toward its strategic goals
Feedback loop prompts revisions in earlier steps in strategy formulation process
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Figure 11.3 The Value Chain
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Levels of International Strategy
Corporate Strategy Business Strategy Functional Strategy
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Corporate Strategy
Single-Business Strategy Related Diversification Unrelated Diversification
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Business Strategy
Differentiation Overall Cost Leadership Focus
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Functional Strategies
Financial Marketing Operations Human Resource R&D