The document discusses different organizational structures that a company can use to manage its international activities. It describes four main options: an export department, an international division, a geographical organization, and a global organization. Each structure has different responsibilities and focuses on either product-based or location-based management when expanding business globally. An effective strategy is to take a "glocal" approach that balances national responsiveness with global integration.

1. TAPPINGINTO
GLOBAL
MARKETS
By
Prateek Rout
NIT Rourkela

2. How should
the company
manage and
organize its
international
activities?

3. MARKETING ORGANISATION
EXPORTDEPARTMENT
INTERNATIONALDIVISION
GLOBAL ORGANISATION

4. EXPORT DEPARTMENT
SALES
MANAGER
SALES ASSISTANTS
MARKETING SERVICES
 Adequate only if firm moves into joint
ventures and direct investments.

5. INTERNATIONAL DIVISION

6. GEOGRAPHICAL ORGANISATION
COUNTRY MANAGERS
REGIONAL VICE-PRESIDENTS
DIVISION PRESIDENT

7. PRESIDENT
VICE-PRESIDENT
CORPORATE STAFF
AREA SPECIALIST
Sets budgets and
goals
Ensures world wide sales
of each product group
Expertise on
geographical areas
WORLD PRODUCT GROUP

8. INTERNATIONALSUBSIDIARIES
SUBSIDIARY PRESIDENT
PRESIDENT OF
INTERNATIONAL DIVISION

9. GLOBALORGANISATION

10. GLOCALSTRATEGY
NATIONALRESPONSIVENESS
(LOCAL)
GLOBALINTEGRATION
(GLOBAL)
GLOCAL STRATEGY

11. First developed for
Europe & America, also
found market in France &
India.