Globalizing internationals
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Globalizing internationals

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Presentation for international marketing class

Presentation for international marketing class

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Globalizing internationals Globalizing internationals Presentation Transcript

  • Product Strategies of (Finnish) ICT Manufacturers Jonathan Roberts, Marina Biffi, Julian Acosta
  •  Internationalisation to Globalisation in SMOPEC ICT firms  What is Globalisation?  Product Strategy Dimensions  Strategy Alternatives
  •  P1 -Target Pull and domestic push = standardised product?  P2 - International to global = standardised management  P3 - Greater Centralisation = Greater standardisation  P4 - Scope Vs Scale  P5 - Wider Product and service offering as globalisation increases
  •  Case Study Research - Qualitative  Interviewed senior executives  4 Global Finnish companies  Small Domestic Market
  • – Supported √ with an addendum  P2 – More Unified Global Product Management Processes √  P3 – Greater Decentralisation ×  P4 Supported √  P5 Wider Globalisation = Wider Standardisation of product and management  P1
  •  Globalisation a continuous process  Different Globalisation Stages require different Strategies  Marketing Implications  Future Research….
  •  Paper’s Premise Misleading?  Salcomp revenue basis  EU  Multinationals/Multidomestics Globals Vs True
  •  Adapt to survive  Some Attributes can be standardised but…  Is it Possible to be totally Global?