Assignment Revision
What is the title of your assessment.
It should be about exploring approaches that international firms utilise within their operations for products or services and how creativity and innovation can be used to improve the overall business performance.
Tip – please do not plagiarise the above but construct your own. Your title can be much shorter and encapsulate the above description and (Apple) case study company.
Contents structure
Your table of contents to reflect a suitable structure, keeping focus on learning outcomes, module summary and marking criteria. See below.
Introduction/Background/Context
Opening paragraph – statements that reflects the module, title of your report and chosen case study.
Tip - You are applying the theories, models, strategies and concepts you have learnt in class and via blended learning and your own studying to the case study rather than the other way round.
So, next paragraph – mention a trend e.g. globalisation, internationalisation or pattern explaining strategic issues , and some critical concepts and how it related to your case study.
Next paragraph outline different companies use different international operations strategies and the need for leadership and management when introducing change initiatives. Ehat is the current strategy of case company.
Next paragraph how innovation has helped and can help companies achieve sustainable competitive advantages elsewhere. Has it helped your case company if yes can it help further or if no how can it help your case company.
Final paragraph summarise what you are going to do in the remainder report.
Tip – you need to align your structure to the learning outcomes. You need to apply the learning outcomes below to your case study e.g. evaluating current approaches of international company (Coca Cola) utilising within their operations for products or services…
The same go for other learning outcomes below. (Please do not write about your case company directly or disregard the learning outcome which defines your structure and focus of your report.
· Evaluation of current approaches international firms utilise within their operations for products or services using your case study.
· What are the key issues, problems and practices that characterise international operations management. Be critical!
· Critically evaluate how the role of can creativity and innovation can be used to improve the overall business performance in different national and cultural settings.
· Critically assess approaches that can be identified for developing a culture of creativity and innovation in your case study.
· Conclusion and Recommendations (Action Plan)
Tip – this pretty much defines the Content starting with Introduction/background or context….. conclusion, recommendation (Action Plan). Of course you can vary this but DO NOT move away from this requirement, otherwise you will drift away from the central objective.
Tips – I provide additional information approach.
This document discusses strategic and corporate management. It defines strategic management as involving formulation and implementation of major goals and initiatives by top management based on assessing internal and external environments. Corporate management involves leading, administering, and directing a company. The document also discusses various business strategies companies can pursue like growth, internationalization, and retrenchment. It explains elements of strategic management like adapting to the business environment and affecting the entire organization. Finally, it provides examples of Apple's business strategy under Steve Jobs and for the iPhone 5s and 5c.
This document discusses international product policy and planning. It begins by outlining the international product life cycle, from innovation in developed countries to import competition from developing countries. It then discusses standardization versus adaptation of products for international markets. The document also covers international marketing segmentation and influences on international marketing plans and budgets, including internal factors like finances and external factors like competitor actions. It concludes that international product policy and planning is crucial for successful global marketing operations and requires adapting products to meet customer needs in different markets.
This document discusses functional level strategies in healthcare. It defines functional level strategy as day-to-day plans that support an organization's overall business strategy. The document outlines strategies for key functional areas: marketing, finance, operations, human resources, and integration. It provides examples of each type of strategy and concludes that functional level strategies allow departments to support organizational goals. A case study on Apple discusses how the company uses backward and forward integration strategies through manufacturing facilities and retail stores.
The document discusses key concepts related to developing a business model for a startup home-based business. It defines terms like business model, value proposition, startup costs, and marketing strategy. It explains that a business model identifies how a company will make a profit by selling products/services to target customers. The business model covers costs, marketing, competition and financial projections. Successful business models fulfill customer needs at a competitive price and sustainable cost.
Sachin 22094 strategies in ihrm & organizations structureSachin .
This document discusses strategies and organizational structures in international human resource management. It defines international HRM and outlines three levels of strategies - corporate, business unit, and functional levels. Corporate strategies are formulated by top management and address questions about business goals and resource allocation. Business unit strategies focus on local challenges and decisions about market entry. Functional strategies specify goals for different departments to support the business and corporate strategies. The document also describes various organizational structures used in international companies, including international division, functional, geographic area, product, and matrix structures.
Each company establishes a mission and strategies to achieve their goals. A mission statement outlines the company's objectives and focuses processes. Strategies are then developed across four levels - strategic, structural, functional, and implementation. When creating a logistics strategy, companies evaluate areas like transportation, outsourcing, logistics systems, competitors, and information to define service levels and costs. Companies also adopt global operations strategies like international, multidomestic, global, and transnational based on balancing responsiveness in local markets with cost reductions.
This document outlines strategies for business growth and diversification, including:
1. It discusses strategic business units (SBUs), strategic planning, portfolio restructuring, and analyzing options using the BCG matrix.
2. It explores opportunities in emerging markets and strategies for entering, operating, and exiting declining and mature markets.
3. Key aspects of competitive strategy and building competitive advantages are addressed, along with the concepts of core competencies, diversification, and reasons for pursuing diversification.
This document outlines strategies for business growth and diversification, including:
1. It discusses strategic business units (SBUs), strategic planning, portfolio restructuring, and analyzing cash cows, dogs, stars, and question marks using the BCG matrix.
2. It recommends transferring funds from cash cows to stars and question marks, and divesting from dogs to invest in higher growth opportunities.
3. Emerging markets offer opportunities to enter new markets and diversify, but companies must consider local culture and involve local people. Mature markets can provide support but not new investment.
This document discusses strategic and corporate management. It defines strategic management as involving formulation and implementation of major goals and initiatives by top management based on assessing internal and external environments. Corporate management involves leading, administering, and directing a company. The document also discusses various business strategies companies can pursue like growth, internationalization, and retrenchment. It explains elements of strategic management like adapting to the business environment and affecting the entire organization. Finally, it provides examples of Apple's business strategy under Steve Jobs and for the iPhone 5s and 5c.
This document discusses international product policy and planning. It begins by outlining the international product life cycle, from innovation in developed countries to import competition from developing countries. It then discusses standardization versus adaptation of products for international markets. The document also covers international marketing segmentation and influences on international marketing plans and budgets, including internal factors like finances and external factors like competitor actions. It concludes that international product policy and planning is crucial for successful global marketing operations and requires adapting products to meet customer needs in different markets.
This document discusses functional level strategies in healthcare. It defines functional level strategy as day-to-day plans that support an organization's overall business strategy. The document outlines strategies for key functional areas: marketing, finance, operations, human resources, and integration. It provides examples of each type of strategy and concludes that functional level strategies allow departments to support organizational goals. A case study on Apple discusses how the company uses backward and forward integration strategies through manufacturing facilities and retail stores.
The document discusses key concepts related to developing a business model for a startup home-based business. It defines terms like business model, value proposition, startup costs, and marketing strategy. It explains that a business model identifies how a company will make a profit by selling products/services to target customers. The business model covers costs, marketing, competition and financial projections. Successful business models fulfill customer needs at a competitive price and sustainable cost.
Sachin 22094 strategies in ihrm & organizations structureSachin .
This document discusses strategies and organizational structures in international human resource management. It defines international HRM and outlines three levels of strategies - corporate, business unit, and functional levels. Corporate strategies are formulated by top management and address questions about business goals and resource allocation. Business unit strategies focus on local challenges and decisions about market entry. Functional strategies specify goals for different departments to support the business and corporate strategies. The document also describes various organizational structures used in international companies, including international division, functional, geographic area, product, and matrix structures.
Each company establishes a mission and strategies to achieve their goals. A mission statement outlines the company's objectives and focuses processes. Strategies are then developed across four levels - strategic, structural, functional, and implementation. When creating a logistics strategy, companies evaluate areas like transportation, outsourcing, logistics systems, competitors, and information to define service levels and costs. Companies also adopt global operations strategies like international, multidomestic, global, and transnational based on balancing responsiveness in local markets with cost reductions.
This document outlines strategies for business growth and diversification, including:
1. It discusses strategic business units (SBUs), strategic planning, portfolio restructuring, and analyzing options using the BCG matrix.
2. It explores opportunities in emerging markets and strategies for entering, operating, and exiting declining and mature markets.
3. Key aspects of competitive strategy and building competitive advantages are addressed, along with the concepts of core competencies, diversification, and reasons for pursuing diversification.
This document outlines strategies for business growth and diversification, including:
1. It discusses strategic business units (SBUs), strategic planning, portfolio restructuring, and analyzing cash cows, dogs, stars, and question marks using the BCG matrix.
2. It recommends transferring funds from cash cows to stars and question marks, and divesting from dogs to invest in higher growth opportunities.
3. Emerging markets offer opportunities to enter new markets and diversify, but companies must consider local culture and involve local people. Mature markets can provide support but not new investment.
Global firms can achieve economies of scale by coordinating activities across locations to reduce costs. They tap into locations with low-cost labor and resources for production and procurement. However, managing operations across diverse locations presents challenges around coordination and adapting to local needs. Firms like Marriott and Nestle leverage global scale to negotiate bulk purchases and share fixed R&D costs over large sales volumes. While expanding globally can lower costs, companies must balance local responsiveness to fully exploit opportunities of their global presence.
This document discusses strategic management and strategic alternatives. It defines key terms like strategic business unit (SBU) and strategy. It describes the evolution of strategic planning and discusses portfolio restructuring, strategic options like growth, divestment, and investment. It also covers strategies for declining, mature and emerging markets, as well as competitive strategy, core competencies, competitive advantages, diversification, knowledge management, and reasons for diversifying.
This document discusses strategic management and strategic alternatives. It defines key terms like strategic business unit (SBU) and strategy. It describes the evolution of strategic planning and discusses portfolio restructuring, strategic options like growth, divestment, and investment. It also covers strategies for declining, mature and emerging markets, as well as competitive strategy, core competencies, competitive advantages, diversification, and knowledge management.
This document discusses various strategic management concepts including strategic business units, corporate strategy, strategic planning, portfolio analysis, competitive strategy, core competencies, competitive advantages, diversification, and knowledge management. It provides definitions and explanations of these key terms and discusses how companies can analyze their business portfolios, choose strategic options, and develop competitive advantages.
This document discusses various strategic management concepts including strategic business units, corporate strategy, strategic planning, portfolio analysis, competitive strategies, diversification, and knowledge management. It provides definitions and explanations of these key terms and discusses how companies can analyze their business portfolio, choose strategic options, and build competitive advantages.
The document discusses various components of a decision support system that help decision making. It provides three examples:
1. Annual budgets which allocate money to activities/departments and are compared to actual expenditures in a feedback loop.
2. Daily financial statements like income, cash flow, and balance sheets that provide up-to-date information, especially on cash flow.
3. Daily ratios reports that analyze dozens of important company aspects like profits, returns, costs, and compare to history, competitors, and industry to identify deviations requiring intervention. Ratios help rationalize policies and warn of impending issues.
The document discusses different types of business growth strategies and factors to consider when pursuing growth. It addresses organic versus inorganic growth and outlines various organic growth options such as expanding product lines, opening new locations, franchising, and global expansion. The document also discusses the importance of aligning growth strategies with a company's core value proposition and competencies. Leaders must evaluate opportunities based on factors like market potential, required skills and resources, costs versus benefits, and impact on the existing business model.
The document discusses various strategies for international marketing operations and foreign market selection. It outlines four broad orientations - ethnocentric, regiocentric, geocentric, and polycentric - that determine a firm's level of involvement and control over foreign marketing activities. When selecting foreign markets, firms determine objectives, collect market information, analyze data, create shortlists, conduct in-depth research, and select markets that offer the best long-term potential. Positioning involves strategically developing a unique and advantageous position for a brand in the minds of consumers.
The presentation contains information about Strategic Planning, Levels of Strategy like Corporate Level Strategy, Business Level Strategy and Functional Level Strategy. The presentation also has many examples and a case study on diversification strategy.
International Marketing in India- Concepts, Opportunities and ChallengesIRJET Journal
This document discusses international marketing concepts, opportunities, and challenges in India. It begins with an abstract that outlines how globalization has led firms to conduct international marketing. It then discusses how international marketing has benefited consumers by diversifying product availability regardless of location. The document notes that international marketing strategies must be tailored to different regions and account for varied customer behaviors. It also explores similarities and differences between domestic and international marketing. The document aims to understand core concepts of international marketing, related challenges and opportunities in India, and examine the scope of international marketing in the country. It uses exploratory research based on secondary sources to analyze international marketing and meet stated objectives around defining key aspects of the topic.
This document discusses strategies for businesses at both the business and corporate levels. At the business level, it describes the four main strategies as low cost, differentiation, focused low cost, and focused differentiation. At the corporate level, it outlines strategies such as concentration in a single industry, vertical integration, diversification, and international expansion. It also provides examples of companies that employ various strategies and explains the five steps for implementing strategies.
This document discusses different types of international business strategies:
- Multidomestic strategy involves high localization and customization for each market with low integration. Nestle is an example.
- Global strategy pursues high standardization and integration worldwide with low localization. Pharmaceutical companies like Pfizer employ this.
- Transnational strategy balances high integration with responsiveness to local needs through specialized subsidiaries. Unilever is an example.
- International strategy has low integration and localization, exporting products from home country through local subsidiaries. Large wine producers use this model.
- A company may require different strategies at different levels, including corporate, competitive, and functional strategies.
- Corporate strategies deal with objectives, resource allocation, and coordinating business unit strategies. Types include stability, growth, retrenchment, and combination strategies.
- Competitive strategies establish competitive advantage against rivals using low cost, differentiation, or focus approaches. Porter's five forces model analyzes industry competitiveness.
- Functional strategies involve coordinating resources like marketing, finance, operations to execute business unit strategies efficiently.
This document introduces the Delta Model, a customer-centric approach to business strategy developed by MIT. The Delta Model advocates shifting focus from products to customers by innovatively restructuring customer relationships, creatively segmenting customers, and delivering a value proposition that places the customer at the center. The document discusses how the Delta Model can help companies identify new sources of profitability, develop new strategic approaches, establish new organizational directions, and implement an enhanced strategic agenda. It also discusses how the Delta Model's approach to customer positioning, segmentation, and value propositions can help small- and medium-sized enterprises compete effectively.
This chapter discusses strategy formulation for international companies. It explains that strategy involves defining objectives and planning actions to achieve them. The chapter outlines a three stage process for strategy formulation: 1) identifying mission and goals, 2) analyzing internal/external environments, and 3) evaluating and selecting strategies. It also discusses different types of international, corporate, business, and department level strategies available.
This document outlines 5 levers that can be used to structure a corporate entrepreneurship program: strategy, capabilities, governance, communications, and impact. Each lever is described in 1-3 sentences. For example, for strategy it states that clear strategic objectives around innovation must be made explicit at the business unit level and key themes where the business unit has an unfair advantage need to be identified. For capabilities, it states that the right approach modeled on best practices from high growth companies is needed to build skillsets and mindsets.
Project 1 - Case StudyInstructionsThe use of digital media w.docxwkyra78
Project 1 - Case Study
Instructions
The use of digital media within organizations has transformed how organizations communicate with prospective and current customers. Digital media such as: web videos, e-books, and social media have each shaped the communication strategies organizations employ to engage customers.
In this assignment, you will locate examples of how the use of digital media was used to communicate information to achieve a specific goal of an organization or individual.
Students are required to create a case study and provide an analysis, which integrates what you have learned in the course, in addition to performing additional outside research.
1. Formatting Requirements
· Project must follow APA style
· Double-spaced 1 inch margins
· 12 point professional font
· Headers including project name, class, and page numbers
· File name first initial, last name and project (ex. BWright_casestudy)
· Use of tables, graphs, images, etc. of appropriate size that are relevant to the information being conveyed is highly encouraged.
2. Content Requirements
· Minimum of 1500 words, maximum 1750 words (excluding cover and bibliographical pages)
· Title Page including your name, instructor name, course name and number, and paper title
· Case Study Requirements
1. Introduction and Synopsis of Article / Case
2. Goal of Organization or Individual
3. Strategy Employed to Accomplish Goal
4. Measurable Success Factors
5. Conclusion and Analysis of End Results of Initiative
· Bibliographical Page with minimum of 2 professional / scholarly sources. Wikipedia is not acceptable.
Complete and submit your project no later than 11:59PM (ET) on 04/04/2015.
Grading Rubric:
Level
Description
Title Page
5 Points
Case Study – Introduction & Synopsis of Article Case
10 Points
Case Study – Goal of Organization or Individual
10 Points
Case Study – Strategy Employed to Accomplish Goal
10 Points
Case Study – Measurable Success Factors
10 Points
Case Study – Conclusion & Analysis of End Results
15 Points
Bibliographical Sources
10 Points
Citations
10 Points
Formatting Requirements
10 Points
Length Requirements
10 Points
Implementation, Strategic Control, and Contingency Plans
Lee’s Sandwiches
Implementation, Strategic Control, and Contingency Plans
STR 581
Professor: Kenneth Kobus
Vincent Nguyen
Executive Summary
Lee’s Sandwiches has attained significant success since its establishment, and the key objective is to maintain this trend. The organizational strategy revolves around facilitating growth for the entity both in size and reach. The market for the Vietnamese and European cuisines provided by the company is constantly growing, and there is room for the company to market the same to attract a new market. The strategy aims at involving the employees in the attaining of the overall objectives. Another of the key ways that success will be reached is by using the organizational strength to facilitate growth. The most promising opportunities will be expl ...
Running Head DIVERSIFICATION STRATEGY1DIVERSIFICATION STRAT.docxcharisellington63520
Running Head: DIVERSIFICATION STRATEGY
1
DIVERSIFICATION STRATEGY
8
Diversification strategy
Name
College
Course
Tutor
Date
Diversification is one of the strategies that the company will use so as to stay afloat in the highly competitive market. It is a risk management technique which involves mixing a wide range of investments in the same portfolio (Kenny, 2009). Most companies use the strategy so as to grow, spread risk, to fully utilize the existing resources and to escape from the undesirable industry environment. The essence of using the strategy is that on average, the different product types will yield higher returns to the company and at the same time reduce risks in comparison to individual products. Since the company market is a highly competitive one, the organization should diversify its products and services so as to attract more customers and reap as much benefits as it can from the potential market.
Diversification of the business
The advantages associated with the diversification strategy are: It creates opportunities to achieve economies of scale. It creates opportunities to expand product offerings and expand into new geographical areas. It reduces the cyclical fluctuations in sales and revenues and cash flows and it lets the company continue to grow after the core business has matured. The disadvantage is that it may be complex and difficult to coordinate the different but related businesses. The other problem with the strategy is that the managers of the firm may lack the knowledge of the firms’ businesses. The strategy may therefore be useful if well implemented and follow ups carried out so as to ensure that the strategy is effective and advantageous to the firm.
Strategy for diversification indicating the products and industries for the diversification and how synergies may be gained from the diversified activities
Diversification could either be related or unrelated to the products currently on offer. In the case of the APAtizer Company, since not all tutors require the assignments to be written in the APA format, tutorials for the other formatting styles such as Turabian, Chicago, MLA and Harvard could also be offered at the APAtizer website. That will highly increase the sales volumes due to the increase in the market size. That will be as a result of different services offered. The site could also use other retailers to offer their services. That could be through affiliate companies which would increase the company’s market.
Synergies may be gained from the diversified activities in the human resource department since there will be no need to acquire new staff as long as the diversified strategy is related. The technology will also not be acquired as the existing one will be shared in the processing of the new products and services. The few resources will be used to produce the new products and increase revenue. By using the unrelated product differentiation strategy, the synergies to be gained w.
International Business means a business operating beyond the geographical boundaries of a nation.
International business strategy refers to the policies and plans that guides the action of such company operating in international markets.
https://efinancemanagement.com/international-financial-management/international-business-strategy
Assignment User FrustrationThe quality of the user experience i.docxlynettearnold46882
Assignment: User Frustration
The quality of the user experience is very important to the success of an application. In the early days of computing, users often experienced long delays since computing power was poor and networks had comparatively slow throughput. Modern systems have largely eliminated these delays due to increased network and computing power, yet users still report a high level of frustration.
Write a four to five (4-5) page paper in which you:
Describe three (3) reasons users are still frustrated with modern applications.
Suggest one (1) method for reducing the frustrations for each of the reasons you supplied in Question one (1).
Describe methods for determining if user frustration is caused by poor system design or from the natural frustration associated with learning a new software product.
Suggest at least three (3) methods to reduce the frustrations among the disabled population and how this population can be better served.
Use at least three (3) quality resources in this assignment. Note: Wikipedia and similar Websites do not qualify as quality resources.
The specific course learning outcomes associated with this assignment are:
Describe the inherent design issues across HCI environments.
Explain the use of interaction devices.
Use technology and information resources to research issues in human-computer interaction.
Write clearly and concisely about HCI topics using proper writing mechanics and technical style conventions.
.
Assignment Upstream Approaches to Canadian Population HealthAlt.docxlynettearnold46882
Assignment: Upstream Approaches to Canadian Population Health
Although Canada is contiguous to the United States and has some cultural and historical similarities, Canada’s population enjoys a vastly superior health status. Reasons are many, can be traced historically, and are related to a different view of the role of government. The experience of Canada demonstrates that neither a heterogeneous population, nor a health system that has waiting lines for services, are reasons for poor health. By looking critically at what produces good health in Canada, much can be learned about steps the U.S. might need to take if population health is its goal.
The Canadian Best Practices Portal challenges Canadian public health practitioners and researchers to create upstream interventions aimed at the source of a population health problem or benefit. What is being done to address the influences on population health in Canada?
To prepare
for this Assignment, review your Learning Resources. Search the Internet and scholarly research for examples of Canadian “upstream interventions” that can be put forth as examples of either effective or ineffective efforts to improve population health.
The Assignment (2–4 pages):
Provide a description of an existing intervention in Canada, intended to improve health inequities. Include an explanation of the inequity and how the intervention targets upstream determinants of health.
Describe the organizations involved and/or social policies enacted in the implementation of the intervention.
Explain whether or not the intervention was/is successful and what lessons public health practitioners can learn from that experience that might improve population health in the United States.
Expand on your insights utilizing the Learning Resources.
Use APA formatting for your Assignment and to cite your resources.
.
More Related Content
Similar to Assignment RevisionWhat is the title of your assessment. It sh.docx
Global firms can achieve economies of scale by coordinating activities across locations to reduce costs. They tap into locations with low-cost labor and resources for production and procurement. However, managing operations across diverse locations presents challenges around coordination and adapting to local needs. Firms like Marriott and Nestle leverage global scale to negotiate bulk purchases and share fixed R&D costs over large sales volumes. While expanding globally can lower costs, companies must balance local responsiveness to fully exploit opportunities of their global presence.
This document discusses strategic management and strategic alternatives. It defines key terms like strategic business unit (SBU) and strategy. It describes the evolution of strategic planning and discusses portfolio restructuring, strategic options like growth, divestment, and investment. It also covers strategies for declining, mature and emerging markets, as well as competitive strategy, core competencies, competitive advantages, diversification, knowledge management, and reasons for diversifying.
This document discusses strategic management and strategic alternatives. It defines key terms like strategic business unit (SBU) and strategy. It describes the evolution of strategic planning and discusses portfolio restructuring, strategic options like growth, divestment, and investment. It also covers strategies for declining, mature and emerging markets, as well as competitive strategy, core competencies, competitive advantages, diversification, and knowledge management.
This document discusses various strategic management concepts including strategic business units, corporate strategy, strategic planning, portfolio analysis, competitive strategy, core competencies, competitive advantages, diversification, and knowledge management. It provides definitions and explanations of these key terms and discusses how companies can analyze their business portfolios, choose strategic options, and develop competitive advantages.
This document discusses various strategic management concepts including strategic business units, corporate strategy, strategic planning, portfolio analysis, competitive strategies, diversification, and knowledge management. It provides definitions and explanations of these key terms and discusses how companies can analyze their business portfolio, choose strategic options, and build competitive advantages.
The document discusses various components of a decision support system that help decision making. It provides three examples:
1. Annual budgets which allocate money to activities/departments and are compared to actual expenditures in a feedback loop.
2. Daily financial statements like income, cash flow, and balance sheets that provide up-to-date information, especially on cash flow.
3. Daily ratios reports that analyze dozens of important company aspects like profits, returns, costs, and compare to history, competitors, and industry to identify deviations requiring intervention. Ratios help rationalize policies and warn of impending issues.
The document discusses different types of business growth strategies and factors to consider when pursuing growth. It addresses organic versus inorganic growth and outlines various organic growth options such as expanding product lines, opening new locations, franchising, and global expansion. The document also discusses the importance of aligning growth strategies with a company's core value proposition and competencies. Leaders must evaluate opportunities based on factors like market potential, required skills and resources, costs versus benefits, and impact on the existing business model.
The document discusses various strategies for international marketing operations and foreign market selection. It outlines four broad orientations - ethnocentric, regiocentric, geocentric, and polycentric - that determine a firm's level of involvement and control over foreign marketing activities. When selecting foreign markets, firms determine objectives, collect market information, analyze data, create shortlists, conduct in-depth research, and select markets that offer the best long-term potential. Positioning involves strategically developing a unique and advantageous position for a brand in the minds of consumers.
The presentation contains information about Strategic Planning, Levels of Strategy like Corporate Level Strategy, Business Level Strategy and Functional Level Strategy. The presentation also has many examples and a case study on diversification strategy.
International Marketing in India- Concepts, Opportunities and ChallengesIRJET Journal
This document discusses international marketing concepts, opportunities, and challenges in India. It begins with an abstract that outlines how globalization has led firms to conduct international marketing. It then discusses how international marketing has benefited consumers by diversifying product availability regardless of location. The document notes that international marketing strategies must be tailored to different regions and account for varied customer behaviors. It also explores similarities and differences between domestic and international marketing. The document aims to understand core concepts of international marketing, related challenges and opportunities in India, and examine the scope of international marketing in the country. It uses exploratory research based on secondary sources to analyze international marketing and meet stated objectives around defining key aspects of the topic.
This document discusses strategies for businesses at both the business and corporate levels. At the business level, it describes the four main strategies as low cost, differentiation, focused low cost, and focused differentiation. At the corporate level, it outlines strategies such as concentration in a single industry, vertical integration, diversification, and international expansion. It also provides examples of companies that employ various strategies and explains the five steps for implementing strategies.
This document discusses different types of international business strategies:
- Multidomestic strategy involves high localization and customization for each market with low integration. Nestle is an example.
- Global strategy pursues high standardization and integration worldwide with low localization. Pharmaceutical companies like Pfizer employ this.
- Transnational strategy balances high integration with responsiveness to local needs through specialized subsidiaries. Unilever is an example.
- International strategy has low integration and localization, exporting products from home country through local subsidiaries. Large wine producers use this model.
- A company may require different strategies at different levels, including corporate, competitive, and functional strategies.
- Corporate strategies deal with objectives, resource allocation, and coordinating business unit strategies. Types include stability, growth, retrenchment, and combination strategies.
- Competitive strategies establish competitive advantage against rivals using low cost, differentiation, or focus approaches. Porter's five forces model analyzes industry competitiveness.
- Functional strategies involve coordinating resources like marketing, finance, operations to execute business unit strategies efficiently.
This document introduces the Delta Model, a customer-centric approach to business strategy developed by MIT. The Delta Model advocates shifting focus from products to customers by innovatively restructuring customer relationships, creatively segmenting customers, and delivering a value proposition that places the customer at the center. The document discusses how the Delta Model can help companies identify new sources of profitability, develop new strategic approaches, establish new organizational directions, and implement an enhanced strategic agenda. It also discusses how the Delta Model's approach to customer positioning, segmentation, and value propositions can help small- and medium-sized enterprises compete effectively.
This chapter discusses strategy formulation for international companies. It explains that strategy involves defining objectives and planning actions to achieve them. The chapter outlines a three stage process for strategy formulation: 1) identifying mission and goals, 2) analyzing internal/external environments, and 3) evaluating and selecting strategies. It also discusses different types of international, corporate, business, and department level strategies available.
This document outlines 5 levers that can be used to structure a corporate entrepreneurship program: strategy, capabilities, governance, communications, and impact. Each lever is described in 1-3 sentences. For example, for strategy it states that clear strategic objectives around innovation must be made explicit at the business unit level and key themes where the business unit has an unfair advantage need to be identified. For capabilities, it states that the right approach modeled on best practices from high growth companies is needed to build skillsets and mindsets.
Project 1 - Case StudyInstructionsThe use of digital media w.docxwkyra78
Project 1 - Case Study
Instructions
The use of digital media within organizations has transformed how organizations communicate with prospective and current customers. Digital media such as: web videos, e-books, and social media have each shaped the communication strategies organizations employ to engage customers.
In this assignment, you will locate examples of how the use of digital media was used to communicate information to achieve a specific goal of an organization or individual.
Students are required to create a case study and provide an analysis, which integrates what you have learned in the course, in addition to performing additional outside research.
1. Formatting Requirements
· Project must follow APA style
· Double-spaced 1 inch margins
· 12 point professional font
· Headers including project name, class, and page numbers
· File name first initial, last name and project (ex. BWright_casestudy)
· Use of tables, graphs, images, etc. of appropriate size that are relevant to the information being conveyed is highly encouraged.
2. Content Requirements
· Minimum of 1500 words, maximum 1750 words (excluding cover and bibliographical pages)
· Title Page including your name, instructor name, course name and number, and paper title
· Case Study Requirements
1. Introduction and Synopsis of Article / Case
2. Goal of Organization or Individual
3. Strategy Employed to Accomplish Goal
4. Measurable Success Factors
5. Conclusion and Analysis of End Results of Initiative
· Bibliographical Page with minimum of 2 professional / scholarly sources. Wikipedia is not acceptable.
Complete and submit your project no later than 11:59PM (ET) on 04/04/2015.
Grading Rubric:
Level
Description
Title Page
5 Points
Case Study – Introduction & Synopsis of Article Case
10 Points
Case Study – Goal of Organization or Individual
10 Points
Case Study – Strategy Employed to Accomplish Goal
10 Points
Case Study – Measurable Success Factors
10 Points
Case Study – Conclusion & Analysis of End Results
15 Points
Bibliographical Sources
10 Points
Citations
10 Points
Formatting Requirements
10 Points
Length Requirements
10 Points
Implementation, Strategic Control, and Contingency Plans
Lee’s Sandwiches
Implementation, Strategic Control, and Contingency Plans
STR 581
Professor: Kenneth Kobus
Vincent Nguyen
Executive Summary
Lee’s Sandwiches has attained significant success since its establishment, and the key objective is to maintain this trend. The organizational strategy revolves around facilitating growth for the entity both in size and reach. The market for the Vietnamese and European cuisines provided by the company is constantly growing, and there is room for the company to market the same to attract a new market. The strategy aims at involving the employees in the attaining of the overall objectives. Another of the key ways that success will be reached is by using the organizational strength to facilitate growth. The most promising opportunities will be expl ...
Running Head DIVERSIFICATION STRATEGY1DIVERSIFICATION STRAT.docxcharisellington63520
Running Head: DIVERSIFICATION STRATEGY
1
DIVERSIFICATION STRATEGY
8
Diversification strategy
Name
College
Course
Tutor
Date
Diversification is one of the strategies that the company will use so as to stay afloat in the highly competitive market. It is a risk management technique which involves mixing a wide range of investments in the same portfolio (Kenny, 2009). Most companies use the strategy so as to grow, spread risk, to fully utilize the existing resources and to escape from the undesirable industry environment. The essence of using the strategy is that on average, the different product types will yield higher returns to the company and at the same time reduce risks in comparison to individual products. Since the company market is a highly competitive one, the organization should diversify its products and services so as to attract more customers and reap as much benefits as it can from the potential market.
Diversification of the business
The advantages associated with the diversification strategy are: It creates opportunities to achieve economies of scale. It creates opportunities to expand product offerings and expand into new geographical areas. It reduces the cyclical fluctuations in sales and revenues and cash flows and it lets the company continue to grow after the core business has matured. The disadvantage is that it may be complex and difficult to coordinate the different but related businesses. The other problem with the strategy is that the managers of the firm may lack the knowledge of the firms’ businesses. The strategy may therefore be useful if well implemented and follow ups carried out so as to ensure that the strategy is effective and advantageous to the firm.
Strategy for diversification indicating the products and industries for the diversification and how synergies may be gained from the diversified activities
Diversification could either be related or unrelated to the products currently on offer. In the case of the APAtizer Company, since not all tutors require the assignments to be written in the APA format, tutorials for the other formatting styles such as Turabian, Chicago, MLA and Harvard could also be offered at the APAtizer website. That will highly increase the sales volumes due to the increase in the market size. That will be as a result of different services offered. The site could also use other retailers to offer their services. That could be through affiliate companies which would increase the company’s market.
Synergies may be gained from the diversified activities in the human resource department since there will be no need to acquire new staff as long as the diversified strategy is related. The technology will also not be acquired as the existing one will be shared in the processing of the new products and services. The few resources will be used to produce the new products and increase revenue. By using the unrelated product differentiation strategy, the synergies to be gained w.
International Business means a business operating beyond the geographical boundaries of a nation.
International business strategy refers to the policies and plans that guides the action of such company operating in international markets.
https://efinancemanagement.com/international-financial-management/international-business-strategy
Similar to Assignment RevisionWhat is the title of your assessment. It sh.docx (20)
Assignment User FrustrationThe quality of the user experience i.docxlynettearnold46882
Assignment: User Frustration
The quality of the user experience is very important to the success of an application. In the early days of computing, users often experienced long delays since computing power was poor and networks had comparatively slow throughput. Modern systems have largely eliminated these delays due to increased network and computing power, yet users still report a high level of frustration.
Write a four to five (4-5) page paper in which you:
Describe three (3) reasons users are still frustrated with modern applications.
Suggest one (1) method for reducing the frustrations for each of the reasons you supplied in Question one (1).
Describe methods for determining if user frustration is caused by poor system design or from the natural frustration associated with learning a new software product.
Suggest at least three (3) methods to reduce the frustrations among the disabled population and how this population can be better served.
Use at least three (3) quality resources in this assignment. Note: Wikipedia and similar Websites do not qualify as quality resources.
The specific course learning outcomes associated with this assignment are:
Describe the inherent design issues across HCI environments.
Explain the use of interaction devices.
Use technology and information resources to research issues in human-computer interaction.
Write clearly and concisely about HCI topics using proper writing mechanics and technical style conventions.
.
Assignment Upstream Approaches to Canadian Population HealthAlt.docxlynettearnold46882
Assignment: Upstream Approaches to Canadian Population Health
Although Canada is contiguous to the United States and has some cultural and historical similarities, Canada’s population enjoys a vastly superior health status. Reasons are many, can be traced historically, and are related to a different view of the role of government. The experience of Canada demonstrates that neither a heterogeneous population, nor a health system that has waiting lines for services, are reasons for poor health. By looking critically at what produces good health in Canada, much can be learned about steps the U.S. might need to take if population health is its goal.
The Canadian Best Practices Portal challenges Canadian public health practitioners and researchers to create upstream interventions aimed at the source of a population health problem or benefit. What is being done to address the influences on population health in Canada?
To prepare
for this Assignment, review your Learning Resources. Search the Internet and scholarly research for examples of Canadian “upstream interventions” that can be put forth as examples of either effective or ineffective efforts to improve population health.
The Assignment (2–4 pages):
Provide a description of an existing intervention in Canada, intended to improve health inequities. Include an explanation of the inequity and how the intervention targets upstream determinants of health.
Describe the organizations involved and/or social policies enacted in the implementation of the intervention.
Explain whether or not the intervention was/is successful and what lessons public health practitioners can learn from that experience that might improve population health in the United States.
Expand on your insights utilizing the Learning Resources.
Use APA formatting for your Assignment and to cite your resources.
.
Assignment Type up an essay on one of two prompts and submit the .docxlynettearnold46882
Assignment:
Type up an essay on one of two prompts and submit the final draft online.
Choose
only
one
topic:
1.
Symbols are important in Fahrenheit 451. Identify 3 symbols and analyze their references and meanings throughout the novel.
2.
Illustrate how each of Montag's three mentors - a new mentor for each part of the novel - help to spur Montag's ideological progression.
This is the final draft of your individual research paper essay.
1.
Essay must be 7-8 pages typed, not including the works cited page.
2.
Essay must follow MLA format.
3.
Research must include a minimum of 8 sources, 4 of which must be from Library Databases: Proquest, CQ Researcher, Infotrac, Opposing Viewpoints, etc.
4.
Essay must have a complete Works Cited page that cross references correctly to all in-text citations.
Note:
Please submit your document with YOUR last name first. (Example:
Schilf-Research-Paper-Final-Draft.pdf
)
Format:
Follow the BASIC OUTLINE TEMPLATE ( i have already done this part and attached pictures)
A.
Introduction
: Type up an Introduction with an opening strategy (OS) that grabs the readers attention using a story based example (PE, OPE, HYPO, CS, or HYPO/COMBO) that also supports your chosen topic. End the Intro with the Thesis Statement. (Limit 1 to 2 paragraphs)
B.
Body
: Present the analysis position through 3 topic points. Type up the topic sentence and bullet point the evidence (in this case, only quotes from the primary source material). A minimum of 3 quotes for support are needed for each topic point. Ideally, you provide 4 or 5 supporting quotes
C.
Quoting
: Avoid long quotes. Instead, be concise with quoting. You want quotes that are short, dynamic, and memorable. You will still need to set up quotes with a signal phrase that sets up the context of the quote.
D.
Analysis
: Never assume that the quote itself is self-explanatory. You must respond to each quote with your Original Voice (ROV) to illustrate, explain, compare, contrast, identify, analyze, etc. Do not simply restate the quote in your own words. Your response needs to go deeper.
F.
Conclusion
: Type up a Conclusion that revisits the opening strategy story based example. (Limit to 1 paragraph)
G.
Format
: Essay must follow MLA format with a Works Cited page that cross references correctly to all in-text citations.
H.
Length
: Essay should be 3 to 4 pages typed.
Note:
Please submit your document with YOUR last name first. (Example:
Schilf-Fahrenheit-451-Final-Essay.pdf
)
.
Assignment Type:
Individual Project
Deliverable Length:
8–10 slides
Points Possible:
150
Management utilities can be vendor-specific or vendor-neutral. There are many utilities that are
available to provide a proactive approach to monitoring each node of the cluster.
Submit a PowerPoint presentation of 8–10 slides that includes the following:
• Identify 1 vendor-specific server-monitoring utility.
• Identify 1 vendor-neutral monitoring utility.
• In your presentation, list advantages and disadvantages of using one or the other.
Your answer should clearly identify what notification and management interfaces each utility has
available (i.e., e-mail enabled, management console, Web-based)
.
Assignment Type Individual discussion Board; 450 – 550 word.docxlynettearnold46882
Assignment Type
: Individual d
iscussion Board;
450 – 550 words
Leadership varies widely by culture and personality. An international organization with locations in several countries must balance the local customs and cultures with those of the primary culture of the organizations’ headquarters. Using the USA as the headquarters, pick two other countries that might be part of a international internet retail organization and research and discuss the differences that leaders would have to navigate in approach and adapting to different standards of behavior and culture within the countries.
Grading criteria: students are graded on the quality and originality of their posts and responses, not the quantity. Responses should indicate the dilemma that leaders will face in working in cultures where values and leadership styles vary widely from those of the US. Examples may include the use of payments for access, the difficulty that women might experience in dealing with a patriarchal country or other theoretically sound differences in leadership
.
Assignment Two UNIT 2Student Name _______________________.docxlynettearnold46882
This document provides instructions for Assignment Two in Unit 2 of an art history course. Students are asked to answer 11 questions about important artists and artworks from the time period covered in Unit 2 of their textbook. They must cite sources and submit their written answers through the online learning platform. The questions cover major figures like Giotto, Vermeer, Bruegel, da Vinci, Michelangelo, Goya, Pollock, van Gogh, and others. Students are instructed to draw from the textbook, online resources, and their own opinions in crafting their responses.
Assignment Two Select a college or university and provide th.docxlynettearnold46882
Assignment Two
Select a college or university and provide the information listed below for the university.
History of the Institution
Mission Statement
Accreditation Status of the Institution
Institutions Goals and Objectives
.
Assignment Two
Objectives
• Understand how the AVL tree works
• Give you further practice with C and data structures
Admin
Marks 10 marks, excluding bonus marks. Marking is based on the correctness and
efficiency of your code. Your code must be well commented.
Group? This assignment is completed individually.
Due Time 23:59:59 pm on Sunday 31 March 2019. 23:59:59 pm on Wed 3 April 2019
Late Submissions Late submissions will not be accepted!
In this assignment, you will implement AVL tree and a set of functions associated with AVL
tree. For simplicity, we make the following assumptions:
1. Each item of an AVL tree contains an integer key and an integer value.
2. No AVL tree contains duplicate items. Two items (k1, v1) and (k2, v2) are duplicates
iff k1=k2 and v1=v2 hold.
3. An AVL tree may contains multiple items with the same key and the number of
duplicate keys is a constant.
A template file named MyAVLTree.c is provided. MyAVLTree.c contains the type definitions of
AVL tree and AVL tree node as well as some basic functions. You can add your own helper
functions and auxiliary data structures for better performance in terms of time complexity.
You need to implement the following functions:
1. AVLTree *CreateAVLTree(const char *filename). This function creates an AVL tree by
reading all the items from a text file or from the standard input (keyboard)
depending on the argument filename. If filename is “stdin”, this function will read all
the items from the standard input. Otherwise, it will read all the items from a text
file with filename as its full path name. (2 marks)
An input text file contains zero or more items where each item is of the form (key,
value). Any characters such as white space between two adjacent items are ignored.
For example, the following sample file contains 10 items:
(2, 50) (4, 30) (9, 30) (10, 400) (-5, -40)
(7, 20) (19, 200) (20, 50) (-18, -200) (-2, 29)
Similarly, when reading from the standard input, each input line may have zero or
more items, separated by one or more white space characters. An empty line
indicates the end of input.
In case of an error in the input, this function will print the error and your program
terminates.
You may assume that the input does not contain duplicate items and thus this
function does not need to check for duplicate items.
The time complexity of this function cannot be higher than O(n logn), where n is the
size of the resulting AVL tree. If your time complexity is higher, you will get 0 mark
for this function. You may assume that each call to a C built-in function takes O(1)
time.
2. AVLTree *CloneAVLTree(AVLTree *T). This function creates an identical copy (clone)
of the input AVL tree T, and returns a pointer to the clone tree. (1 mark)
The time complexity of this function cannot be higher than O(n), where n is the size
of T. If your time complexity is high.
Assignment Topic Exploration and Analysis (Proposal)In Week 6 o.docxlynettearnold46882
This document provides guidelines for a topic exploration and analysis proposal assignment. Students must select and research two social change movements - one from the pre-modern era (pre-1945) and one from the modern era (post-1945). They must analyze and compare the leadership structure, success in promoting social change, and how the movements paralleled each other. The proposal assignment requires identifying the two topics, outlining the planned paper sections, summarizing initial research findings, and including an initial bibliography.
Assignment To consider three sources about the Fall of Rome and w.docxlynettearnold46882
Assignment:
To consider three sources about the Fall of Rome and write an analytical essay.
Purpose:
To demonstrate proficiency in integrating historical sources and producing a well-informed analytical essay.
Part 1:
Research
Examine three sources:
1.
The textbook explanation concerning the decline and fall of Rome (chapter 7).
2.
The class presentation lecture on the Roman Empire.
3.
An article on the subject (“Friends, Romans, Countrymen” – see the Reading & Study link).
Write a 1,000–1,300-word essay concerning the decline and fall of the Roman Empire.
The paper should have a clear thesis statement, located at the end of the introduction.
The paper should cover the following:
1.
The various viewpoints given in the three sources (focus on the viewpoints you agree with)
2.
The variables involved (social, economic, military, etc.).
3.
Lessons the United States (our people and our government) can learn from Rome’s decline and fall.
4.
Similarities between the actions and attitudes of ancient Rome in their decline and fall and our American society today
Be careful that you use only the three sources provided. Use of other sources will be penalized.Textbook:
Perry, M., Chase, M., Jacob, J. R., Jacob, M. C., & Von Laue, T. H. (2013).
Western civilization: Ideas, politics, and society
(10th ed.). Boston: Wadsworth, Cengage Learning. ISBN: 9781111831707.
Williams, S., & Friell, G. (1994). Friends, romans or countrymen? barbarians in the empire.
History Today,
44
(7), 34.
http://bb7.liberty.edu/bbcswebdav/pid-22815357-dt-content-rid-159718173_1/xid-159718173_1
.
Assignment topic Rapid Influenza Testing in Children and Adult.docxlynettearnold46882
Assignment topic : Rapid Influenza Testing in Children and Adults.
When seeking to identify a patient’s health condition, advanced practice nurses can use a diverse selection of diagnostic tests and assessment tools; however, different factors affect the validity and reliability of the results produced by these tests or tools. Nurses must be aware of these factors in order to select the most appropriate test or tool and to accurately interpret the results.
Not only do these diagnostic tests affect adults, body measurements can provide a general picture of whether a child is receiving adequate nutrition or is at risk for health issues. These data, however, are just one aspect to be considered. Lifestyle, family history, and culture—among other factors—are also relevant. That said, gathering and communicating this information can be a delicate process.
For this Assignment, you will consider the
validity
and
reliability
of different assessment tools and diagnostic tests. You will explore issues such as
sensitivity,
specificity,
and
positive
and
negative predictive values
. You will also consider examples of children with various weight issues. You will explore how you could effectively gather information and encourage parents and caregivers to be proactive about their children’s health and weight.
To Prepare
· Review this week’s Learning Resources and consider factors that impact the validity and reliability of various assessment tools and diagnostic tests. You also will review examples of pediatric patients and their families as it relates to BMI.
· Search the Library and credible sources for resources explaining the tool or test you were assigned. What is its purpose, how is it conducted, and what information does it gather?
· Also, as you search the library and credible sources, consider what the literature discusses regarding the validity, reliability, sensitivity, specificity, predictive values, ethical dilemmas, and controversies related to the test or tool.
Assignment
(3–4 pages, not including title and reference pages)
:
For the Adult Assessment Tools or Diagnostic Tests:
Include the following:
· A description of how the assessment tool or diagnostic test you were assigned is used in healthcare.
o What is its purpose?
o How is it conducted?
o What information does it gather?
· Based on your research, evaluate the test or the tool’s validity and reliability, and explain any issues with sensitivity, reliability, and predictive values. Include references in appropriate APA formatting.
For the Child :
Include the following:
· An explanation of the health issues and risks that are relevant to the child you were assigned.
· Describe additional information you would need in order to further assess his or her weight-related health.
· Identify and describe any risks and consider what further information you would need to gain a full understanding of the child’s health. Think about how you could gather this infor.
Assignment Topic 1Choose a contemporary painting, sculpture, o.docxlynettearnold46882
Assignment Topic 1
Choose a contemporary painting, sculpture, or piece of art that captures your interest. This should be a piece created between the end of World War II (about 1945) and today. You may choose one of the illustrations or color inserts in the textbook, or try a virtual museum (check the links in this week's My Humanities Kit).
Before you begin writing your post, view the “Closer Look” art critiques from the unit My Humanities Kit resources. Consider what features are discussed in the piece you select. Aim for an evaluation that notes small details in a work, considers the purpose of various elements, and perhaps investigates the artist’s life.
In the post, begin by introducing the piece of contemporary art created between 1945 and present. What is the title? Who created it and when? What is the style? How would you describe it to someone who had not seen it? Finally, explain why viewing this work is a valuable experience. Connect the Unit 5 reading material in your response; include APA formatting.
Student 1
Hello Class and Professor,
For my piece of Art I have chosen Andy Warhol’s painting “Diamond Dust Shoes 1980”. I not only love the colors that are presented in the piece but the meaning to me signifies how many shoes women fill in our daily lives such as a mother, a friend, a lover, a daughter and etc. I fell a since of gratitude when I look at this colorful piece.
Andy Warhol was born in 1928; he left a huge legacy behind when he passed away in 1987 (Janaro & Altshuler, 2012, p. 142). From drawings, paintings and prints to videography, publishing and performance, he produced more than art -- he was essentially his own brand. From haunting black and white self-portraits to Polaroid snapshots of celebrities, many of the photos in the collection later became the inspiration for Warhol's most well-known Pop Art pieces (Janaro & Altshuler, 2012, p. 142).
Warhol's focus on consumer goods and pop-culture icons, as well as his own taste for money and fame, suggest a life in celebration of the very aspects of American culture that his work criticized (A & E Television Networks, 1996-2013). When looking at this piece of work you have a sense of what life is everyday!
Please look at the link provided below to take a look at this peice of Art. (The last reference below)
Margaret
A & E Television Networks, L. (1996-2013). bio.true story. Retrieved from Andy Warhol Biography: http://www.biography.com/people/andy-warhol-9523875?page=2
Student 2
Hello Class and Professor,
For some reason many of the illustrations in our text I cannot view. So I decided to search for contemporary art photos. There were quite a few interesting images but I found a sculpture or performance piece by Rook Floro that really caught my eye. Oddly, there is no title; at least I have not been able to locate one. Parts of this three-dimensional art look like it has some kind of wiry texture. The piece seems to be an imitation of human emotion. .
Assignment TitleAssessment Item 03 Case Study Analysis – Engagi.docxlynettearnold46882
Assignment Title
Assessment Item 03: Case Study Analysis – Engaging and Motivating staff
Length
3000-3500 wordsLearning outcomes
1. Knowledge - Describe and critically discuss key principles and theories of Human Resource Management.
2. Problem Solving Skills - Critically evaluate and synthesize relevant information to solve real world issues associated with Human Resource Management.
3. Change Management - Analyse the role of Human Resource Management in implementing change within a global context.
4. Global Environment - Identify and critically discuss local, global and international workforce trends and assess the implications for human resource managementLecturer Discretion
Lecturers may, at their discretion, ask students to verbally present their assignment submission or rewrite some selected part/s of their answer in a controlled setting.Task Details
Engaging and motivating employees is at the centre of Strategic Human Resource Management (SHRM) practices. It is therefore important to identify the organisational practices that can be used to foster the cognitive, emotional and behavioural qualities that will positively impact on employees and enhance their motivation.
To understand what motivates people to work is essential to this assignment. The focus of the assignment is to identify the motivational theories, the characteristics of a positive work environment and the HR practices that positively influence affective processes (e.g. motivation, commitment, job satisfaction, wellbeing) and behavioural processes (e.g. effort, reduced turnover and absenteeism).
To complete this assignment successfully students at a minimum should:
· Identify the key motivational theories and discuss which of the theories strongly influences employees’ affective processes and behavioural processes.
· Describe the characteristics of a positive work environment and discuss how HR designs jobs to motivate employees.
· Discuss the synthesis of Hackman and Oldham’s (1976) job characteristics and employees’ psychological states in relation to work outcomes, such as intrinsic work motivation, job satisfaction, and high quality work performance.
International Human Resource Management
· Discuss the possible relationship between Maslow’s general components and job characteristics in view of engaging and motivating employees in organisations.
Your assignment must be formatted with heading.
Harvard referencing style must be used.
References
Gallup Consulting 2010, The state of the global workplace: A worldwide study of employee engagement and wellbeing, viewed 20 February 2015
<http://www.gallup.com/services/176300/state-global-workplace.aspx>
Jackson, S & Schuler, R 1995, Understanding Human Resource Management in the context of organisations and their environments, Annual Review of Psychology, vol. 46, pp. 237-264.
Pfeffer, J & Veiga, F 1999, Putting people first for organisational success, Academy of
Management Executive, vol. 13, no. 2, pp.37-48.
Runni.
Assignment Title Knowledge management cycle process in or.docxlynettearnold46882
Assignment Title:
Knowledge management cycle process in organizations and significance communities of practice
Note:
Each question/concept/ topic must be supported with peer reviewed journal references.
Assignment Structure:
Part A.
1.
Provide brief description about knowledge management processes in organizations. (
1 Mark
)
2. Explain the concept of organizational learning and describe the link between individual and organizational leaning. (
2 Marks
)
3. Describe role of organizational culture in knowledge management. (
2 Marks
)
Part B.
1. Describe the concept of community. Describe its key components. (
1 Mark
)
2. Discuss how communities can be linked to organizational memory in order to foster organizational learning and innovation. (
2 Marks
)
3. Highlight some of the key steps you would need to carry out in order to conduct social network analysis of an organization. What sort of questions could the social network analysis answer? (
2 Marks
)
NO plagiarism/ 700 WORDS
.
Assignment Three Technical Descriptions Due March 2 (1155 PM .docxlynettearnold46882
Assignment Three: Technical Descriptions
Due: March 2 (11:55 PM on Moodle)Peer:Feb 29
For this assignment you will either be creating a technical description or an extended technical definition. Officially, an extended technical definition is a microgenre of a technical description, but there are some differences worth noting. Technical descriptions are “longer explanation[s] . . . of the physical or operational features of an object, mechanism, or process”(Markel 534). While technical descriptions include technical definitions, an extended technical definition is slightly different.
An extended definition includes the three parts of a basic sentence definition, “[1] the term being defined, [2] the category in which the term belongs, and [3] the distinguishing features that differentiate it from its category” (Johnson Sheehan 155). It also expands the definition by adding more details of an object, process, or idea (Markel 534). It is divided by adding some (all) of the following: examples, partition, principle of operation, analogy, negation, and etymology (Markel 538 – 541).
Technical descriptions need a title/indication of the nature/scope of what the description will accomplish; an introduction that answers the questions in table 20.1 on page 545; a body with appropriate detail that discusses each step or section with detail, creativity, and clarity; and a conclusion that usually explains how the steps work together or summarizes the main steps. Look at the guidelines on page 547 for writing tips and additional help.
What you choose to do this on is up to you. You are free to choose any object, place, or process (and the definition of these can be pretty loose—think about my spider example). If you want to choose something that interests you, something you currently work with, something from your future workplace, or something else entirely—go for it. If you want to do something out of the ordinary you can always ask me if it’s okay.
Requirements
· The description/definition should be between 600 to 1000 words.
· It should be typed in a serif font.
· It must focus on clear writing that uses creative and technical writing techniques.
· It should be written for an audience similar to Wikipedia.
· It should follow checklist on page 571 – 572.
Green Hospitality: Green Hospitality:
Saving the EnvironmentSaving the Environment
A student Webzine from the International Council
on Hotel, Restaurant, and Institutional Education
for Future Hospitality & Tourism Professionals
Vol. 17 No. 1 • ISSN: 1095-7898 Spring 2008
HOSTEUR
INTERNATIONAL
CHRIE
The Hospitality &
Tourism Educators
Volume 17, No. 1 | Spring/Summer 2008 Issue2 HOSTEURTM
Sustainability Standards for the Hotel Industry............5
by Andrew Moreo
Destination “Green”land - a Look at the Sustainable
Efforts of the Air Travel Industry......................9
by Katie Fontaine
Green Hotels..................................................
Assignment ThreeUNIT 3 – ON LINE CLASSStudent Name __________.docxlynettearnold46882
Assignment Three
UNIT 3 – ON LINE CLASS
Student Name: ______________________________________________
(Name must be exactly as it is on the e campus roll and the same in WEBCOM 2) Turn in assignment through WEBCOM 2 to Professor on time
Your Section Number _____________ (you must enter your section number)
The Unit 3 Assignment 3: Unit Three in the Textbook.
DIRECTIONS: The assignment is in WORD. Save the document to your computer and write your answers in the spaces given. You may change the spacing as needed.
NOTE: Turn in assignments to me through WEBCOM 2 see the place where you send me the assignment. You may either attach your Word file or copy and paste your entire submission. Be thorough in your answers. You should use the Textbook, Essential Humanitiesthird edition and/or the Study Guide. The Study Guide is not mandatory; however, it is there for your enrichment and it is helpful. The Study Guide is in WEBCOM 2 in the tab labeled Student Resources. You may also want to use additional information for any assignments from the Internet. If you do, please remember to cite your source at the end of your answer. If you add additional information from the Internet, this is great, but then be sure to cite your source at the end of your paragraph. You must cite sources. This applies to photos as well.
DIRECTIONS FOR FULL CREDIT: You will need to show how the architectural structure is significant (importance in history and explain its legacy). You should explain how it fits into the historical period and what it reflects about its time and place. Include names of important individuals connected to the construction and especially the name of the architect, if known. Mention the materials used in the construction and include information about how it was built. Also include location. Use full sentences in your answers and be sure to site your answers if you use photos and the internet if you use google. Do not just write in your site that you used google. You must place exact address. Google is too broad of a site for a reference. Thank you
1. List the major time periods in sequential order. The first period is Prehistoric. Then comes Mesopotamia, and then Egypt etc. Under each period, list the minimum of 3 major accomplishments or achievements of that period. See the WEBCOM 2 Resources tab that has the heading timeline and the Textbook Index in front of the textbook for Unit III which lists the periods of time in order
1. Discuss in written statements at least 2 major differences between the Paleolithic Era (Old Stone Age) and the Neolithic Era (New Stone) found during the Prehistoric Period? (Unit 3, Chapter 3). (SLO 3: ULO 3.4).
EXPLAIN ANSWER FULLY USING THE CHART THAT YOU WILL SEE ON A PAGE IN YOUR TEXT
1. Explain how the Sumerian marble statuettes, sculptures, and Queen Puabi’s Harp that were excavated in modern times help us understand how the Sumerian people’s lived and what their beliefs were during the anc.
Assignment title An Evaluation of the Business Strategy at Mc D.docxlynettearnold46882
Assignment title: An Evaluation of the Business Strategy at Mc Donald’s.
Word count: 4242
Student name: Shane Sunil Mohan
Student number: A001753898
Subject name: 9050PROJ
AQF Level: 9
Discipline: Strategic Management
Theme: Critical Evaluation of a Business Strategy
EXECUTIVE SUMMARY
This paper was fundamentally about conducting a research and analyzing the findings on an evaluation of the business strategy at Mc Donald’s. Mc Donald’s establishment is a centralized, international organization which competes in the fast food industry by supplying hamburgers, french fries, and other consumable items using standardization. Substantial expansion and branding as the main driving force. As mentioned previously, operating in an open market in the food chain sector, one of Mc Donald’s major competition would be Wendy’s. These two establishments offer the exact same service which tends to make it difficult for Mc Donald’s to gain market share. With this being said, this report outlines different strategic strategies in which Mc Donald’s can gain competitive advantage against Wendy’s by providing substantial evidence on Mc Donald’s weaknesses and how it can be improved by using the case study method to help assist presenting its findings.
Table of Contents
1.0 Introduction 4
2.0 Literature Review: 5
2.1 Application of the literature to Mc Donald’s 6
2.2 Analysis with respect to Neoclassical microeconomics: 7
2.3 Analysis with respect to Evolutionary economics: 8
3.0 Research Methodology: 9
3.1 Case study method: 9
3.2 Data Collection: 10
3.3 Presentation of findings: 10
3.4 Analyzing the data: 11
4.0 Data Analysis and Reflections 11
4.1 Presentation of data 11
4.2 Reflection on findings and implications: 12
5.0 Conclusion and Recommendations: 14
5.1 Addressing social changes with differentiation strategy: 15
5.2 Recommendation: Improved Promotional Strategy: 16
5.3 Conclusion 16
References 18
1.0 Introduction
With the increase in the trend of globalization and the increasing competition in global markets, companies work day and night to come with effective strategies. Some of the multinational companies are known for the strategies they use and practice. In this paper, two of the companies operating in the United States of America will be discussed and compared along with the suggestion of a competitive strategy for McDonald’s. One of the companies that was researched in this paper name is McDonald's. This company operates internationally while the opposition organization which is Wendy’s also known as a fast food restaurant operates in the United States of America. As far as McDonald's is concerned, McDonald's was established in the year 1940 by Richard and Maurice McDonald, in San Bernardino, California, United States. The organization's business structure depends on three basic axes: representatives, franchisees, and suppliers. This business structure made by the founder of the organization, Ray Kroc, is known as "the three-legged sto.
ASSIGNMENT The student will submit a research project that compares.docxlynettearnold46882
ASSIGNMENT: The student will submit a research project that compares and contrasts two organizations in the same sector (Career Education Corporation and the Apollo Group Inc. or any other that you prefer), including analysis of the following criteria: legal, social, and economic environments; management structure; operational and financial issues; and impact of potential change factors.
1) Student should analyze the basic legal, social, and economic environments of the organization
2) Student should analyze the managerial, operational and financial issues of the organization
3) Student will analyze the impact of potential change factors as they related to the organization.
4) Student should apply appropriate college level writing standard.
the submission should be in APA Format. LENGTH of Paper: 5 Body Pages
.
Assignment Three Case study report – mixed mediaValue 40 .docxlynettearnold46882
Assignment Three: Case study report – mixed media
Value: 40% of the total marks for the unit
Length: 2000 words, or 5-6 minute video, or audio-narrated powerpoint of 10-15 slides, or photo essay supported with 500 words
Due: Week 12
Task description
Attend the event nominated in Assignment 2.
Briefly describe the event – name, date, location and venue, and attendance numbers and demographics.
Describe and critically analyse the positive and negative impacts of the event utilising the principles of sustainability and the triple bottom line approach.
Describe and discuss how the event’s program elements related to the aims and objectives identified in Assignment Two.
Describe and discuss the marketing of the event and how the promoted experience related to the actualisation and attainment of its aims and objectives (include actual audience details – numbers, demographic composition).
Provide recommendations for future activities which clearly identify issues relevant to event management.
The task is a report on the event nominated in Assignment Two that uses the triple bottom line approach to identify and critically analyse - the attainment of the events aims and objectives; the positive and negative economic, environmental, sociocultural impacts of the event; and recommendations which clearly identify issues relevant to the event management.
The evaluation report should use creativity in the approach to the task style.
The assignment may be presented as a 2000 word essay, or a 5-6 minute video, or an audio-narrated powerpoint of 10-15 slides, or a photo essay supported with 500 words. The process for submission of this assessment will depend upon the format chosen and prior negotiation with the tutor is required.
.
Assignment The Nurse Leader as Knowledge WorkerThe term kn.docxlynettearnold46882
Assignment: The Nurse Leader as Knowledge Worker
The term “knowledge worker” was first coined by management consultant and author Peter Drucker in his book,
The Landmarks of Tomorrow
(1959). Drucker defined knowledge workers as high-level workers who apply theoretical and analytical knowledge, acquired through formal training, to develop products and services. Does this sound familiar?
Nurses are very much knowledge workers. What has changed since Drucker’s time are the ways that knowledge can be acquired. The volume of data that can now be generated and the tools used to access this data have evolved significantly in recent years and helped healthcare professionals (among many others) to assume the role of knowledge worker in new and powerful ways.
In this Assignment, you will consider the evolving role of the nurse leader and how this evolution has led nurse leaders to assume the role of knowledge worker. You will prepare a PowerPoint presentation with an infographic (graphic that visually represents information, data, or knowledge. Infographics are intended to present information quickly and clearly.) to educate others on the role of nurse as knowledge worker.
Reference: Drucker, P. (1959).
The landmarks of tomorrow. New York, NY: HarperCollins Publishers.
To Prepare:
Review the concepts of informatics as presented in the Resources.
Reflect on the role of a nurse leader as a knowledge worker.
Consider how knowledge may be informed by data that is collected/accessed.
The Assignment:
Explain the concept of a knowledge worker.
Define and explain nursing informatics and highlight the role of a nurse leader as a knowledge worker.
Develop a simple infographic to help explain these concepts.
Your PowerPoint should Include the hypothetical scenario you originally shared in the Discussion Forum. Include your examination of the data that you could use, how the data might be accessed/collected, and what knowledge might be derived from that data. Be sure to incorporate feedback received from your colleagues’ responses.
.
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...indexPub
The recent surge in pro-Palestine student activism has prompted significant responses from universities, ranging from negotiations and divestment commitments to increased transparency about investments in companies supporting the war on Gaza. This activism has led to the cessation of student encampments but also highlighted the substantial sacrifices made by students, including academic disruptions and personal risks. The primary drivers of these protests are poor university administration, lack of transparency, and inadequate communication between officials and students. This study examines the profound emotional, psychological, and professional impacts on students engaged in pro-Palestine protests, focusing on Generation Z's (Gen-Z) activism dynamics. This paper explores the significant sacrifices made by these students and even the professors supporting the pro-Palestine movement, with a focus on recent global movements. Through an in-depth analysis of printed and electronic media, the study examines the impacts of these sacrifices on the academic and personal lives of those involved. The paper highlights examples from various universities, demonstrating student activism's long-term and short-term effects, including disciplinary actions, social backlash, and career implications. The researchers also explore the broader implications of student sacrifices. The findings reveal that these sacrifices are driven by a profound commitment to justice and human rights, and are influenced by the increasing availability of information, peer interactions, and personal convictions. The study also discusses the broader implications of this activism, comparing it to historical precedents and assessing its potential to influence policy and public opinion. The emotional and psychological toll on student activists is significant, but their sense of purpose and community support mitigates some of these challenges. However, the researchers call for acknowledging the broader Impact of these sacrifices on the future global movement of FreePalestine.
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...EduSkills OECD
Andreas Schleicher, Director of Education and Skills at the OECD presents at the launch of PISA 2022 Volume III - Creative Minds, Creative Schools on 18 June 2024.
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
This presentation was provided by Rebecca Benner, Ph.D., of the American Society of Anesthesiologists, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
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إضغ بين إيديكم من أقوى الملازم التي صممتها
ملزمة تشريح الجهاز الهيكلي (نظري 3)
💀💀💀💀💀💀💀💀💀💀
تتميز هذهِ الملزمة بعِدة مُميزات :
1- مُترجمة ترجمة تُناسب جميع المستويات
2- تحتوي على 78 رسم توضيحي لكل كلمة موجودة بالملزمة (لكل كلمة !!!!)
#فهم_ماكو_درخ
3- دقة الكتابة والصور عالية جداً جداً جداً
4- هُنالك بعض المعلومات تم توضيحها بشكل تفصيلي جداً (تُعتبر لدى الطالب أو الطالبة بإنها معلومات مُبهمة ومع ذلك تم توضيح هذهِ المعلومات المُبهمة بشكل تفصيلي جداً
5- الملزمة تشرح نفسها ب نفسها بس تكلك تعال اقراني
6- تحتوي الملزمة في اول سلايد على خارطة تتضمن جميع تفرُعات معلومات الجهاز الهيكلي المذكورة في هذهِ الملزمة
واخيراً هذهِ الملزمة حلالٌ عليكم وإتمنى منكم إن تدعولي بالخير والصحة والعافية فقط
كل التوفيق زملائي وزميلاتي ، زميلكم محمد الذهبي 💊💊
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Assignment RevisionWhat is the title of your assessment. It sh.docx
1. Assignment Revision
What is the title of your assessment.
It should be about exploring approaches that international firms
utilise within their operations for products or services and how
creativity and innovation can be used to improve the overall
business performance.
Tip – please do not plagiarise the above but construct your own.
Your title can be much shorter and encapsulate the above
description and (Apple) case study company.
Contents structure
Your table of contents to reflect a suitable structure, keeping
focus on learning outcomes, module summary and marking
criteria. See below.
Introduction/Background/Context
Opening paragraph – statements that reflects the module, title of
your report and chosen case study.
Tip - You are applying the theories, models, strategies and
concepts you have learnt in class and via blended learning and
your own studying to the case study rather than the other way
round.
So, next paragraph – mention a trend e.g. globalisation,
internationalisation or pattern explaining strategic issues , and
some critical concepts and how it related to your case study.
Next paragraph outline different companies use different
international operations strategies and the need for leadership
and management when introducing change initiatives. Ehat is
the current strategy of case company.
Next paragraph how innovation has helped and can help
companies achieve sustainable competitive advantages
elsewhere. Has it helped your case company if yes can it help
further or if no how can it help your case company.
Final paragraph summarise what you are going to do in the
2. remainder report.
Tip – you need to align your structure to the learning outcomes.
You need to apply the learning outcomes below to your case
study e.g. evaluating current approaches of international
company (Coca Cola) utilising within their operations for
products or services…
The same go for other learning outcomes below. (Please do not
write about your case company directly or disregard the
learning outcome which defines your structure and focus of
your report.
· Evaluation of current approaches international firms utilise
within their operations for products or services using your case
study.
· What are the key issues, problems and practices that
characterise international operations management. Be critical!
· Critically evaluate how the role of can creativity and
innovation can be used to improve the overall business
performance in different national and cultural settings.
· Critically assess approaches that can be identified for
developing a culture of creativity and innovation in your case
study.
· Conclusion and Recommendations (Action Plan)
Tip – this pretty much defines the Content starting with
Introduction/background or context….. conclusion,
recommendation (Action Plan). Of course you can vary this but
DO NOT move away from this requirement, otherwise you will
drift away from the central objective.
Tips – I provide additional information approaches international
firms utilise within their operations for products or services.
This is one example and you need to do something similar for
the rest of the learning outcomes.
3. Attachments
Assessment Plan and Structure including a list the organisations
you should consider. PPT slides
wk1_introduction_to_international_operations. PPT slides.
Coronavirus Interim-Economic-Assessment-2-March-2020. This
is a contemporary issues which has an impact at a global level.
Report.
Framework_of_a_global_company. Journal article.
How creativity and innovation can be used to improve the
overall business performance. Notes.
The marking criteria that you need to self-assess against
ensuring you have covered key requirement for the grade you
are seeking to achieve.
Please diagrams, charts, graphical output/tables etc to support
your argument and points.
Guide to case study analysis. Guidance document.
Marking Criteria
4. Approaches that international firms utilise within their
operations for products or services
International Business Strategies
Globalization continues to influence world economies, as
reduced tariffs, enhanced communications, and increased capital
mobility have allowed companies to connect to global financial
markets and expand their businesses internationally. However,
successful expansion into new foreign markets demands that
companies adopt international business strategies that best fit
their needs and capabilities. International business involves
dealing with foreign stakeholders, employees, consumers, and
governments, and therefore, business managers need to consider
many factors when conducting business in global markets, such
as competition, supply chain management and pricing strategy.
In order to successfully expand their consumer base and
increase profitability through internationalization, companies
need to spend the necessary time and resources to understand
global market opportunities and choose the proper international
business strategies.Four Types of International Business
StrategiesInternational
Using an international strategy means focusing on exporting
products and services to foreign markets, or conversely,
importing goods and resources from other countries for
domestic use. Companies that employ such strategy are often
headquartered exclusively in their country of origin, allowing
them to circumvent the need to invest in staff and facilities
overseas. Businesses that follow these strategies often include
small local manufacturers that export key resources to larger
companies in neighboring countries. However, this model is not
without significant business challenges, like legally establishing
local sales and administrative offices in major cities
internationally; managing global logistics involving the import,
export, and manufacture of products; and ensuring compliance
5. with foreign manufacturing and trade regulations.
Despite its relative challenges, the international strategy may be
the most common, because on average, it requires the least
amount of overhead. Companies striving to expand
internationally may try a combination of strategies to see which
works the best for them in terms of logistics and profits. For
example, a company may start off using the international
strategy—exporting its products overseas as a way to test the
international market—and gauge how successfully its products
sell. Subsequently, the company may need to adjust its strategy
and create a multi-domestic platform through which it can
manufacture and sell its goods more efficiently.Multi-domestic
In order for a business to adopt a multi-domestic business
strategy, it must invest in establishing its presence in a foreign
market and tailor its products or services to the local customer
base. As opposed to marketing foreign products to customers
who may not initially recognize or understand them, companies
modify their offerings and reposition their marketing strategies
to engage with foreign customs, cultural traits, and traditions.
Multi-domestic businesses often keep
their company headquarters in their country of origin, but they
usually establish overseas headquarters, called subsidiaries,
which are better equipped to offer foreign consumers region-
specific versions of their products and services. These
companies also frequently lease buildings abroad to serve as
sales offices, manufacturing facilities or storage for housing
service operations.
Multi-domestic strategies are largely adopted by food and
beverage companies. For example, the Kraft Heinz Company
makes a specialized version of its ketchup for customers in
India—featuring a different blend of spices—to help match the
nation’s culinary preferences. However, these adjustments are
often expensive and can incur a certain level of financial risk
when launching unproven products in a new market. As such,
companies usually only utilize this expansion strategy in a
limited number of countries.Global
6. In an effort to expand their customer base and sell products in
more foreign markets, companies following a global strategy
leverage economies of scale as much as possible to boost their
reach and revenue. Global companies attempt to homogenize
their products and services in order to minimize costs and reach
as broad an international audience as possible. These companies
tend to maintain a central office or headquarters, usually in
their country of origin, while also establishing dozens of
operations in countries all over the world.
Even when keeping essential aspects of their goods and services
intact, companies adhering to the global strategy typically have
to make some practical small-scale adjustments in order to
break into international markets. For example, software
companies need to adjust the language used in their products,
while fast-food companies may add, remove or change the name
of certain menu items in order to better suit local markets while
keeping their core items and global message
intact.Transnational
The transnational business strategy is one of the most intricate
methods that businesses can employ when expanding
internationally, and can be seen as a combination of the global
and multi-domestic strategies. While this strategy keeps a
business’s headquarters and core technologies in its country of
origin, it also allows a company to establish full-scale
operations in foreign markets. The decision-making, production,
and sales responsibilities are evenly distributed to individual
facilities in these different markets, allowing companies to have
separate marketing, research and development departments
aimed at responding to the needs of the local consumers.
A company that employs this strategy has the challenge of
identifying the best management tactics for achieving positive
economies of scale and increased efficiency. Having many
inter-organizational entities collaborating in dozens of foreign
markets requires a significant startup investment. Costs are
driven by foreign legal and regulatory concerns, hiring new
employees and buying or renting offices and production spaces.
7. Therefore, this strategy is more complex than others because
pressures to reduce costs are combined with establishing value-
added activities to optimize adjustments that are necessary to
gain leverage and be competitive in each local market. Given
these challenges, larger corporations—such as General Electric
and Toyota—typically employ a transnational strategy as they
are able to invest in research and development in foreign
markets, as well as establish production, manufacturing, sales
and marketing divisions in these regions.
The challenges of managing a company, whether domestic or
international, can be more efficiently controlled by those who
have an understanding of core business concepts and a
comprehensive repertoire of analytical skills. Earning a Master
of Business Administration (MBA) degree can equip
professionals with the skills necessary for handling the rigors
and complexities of today’s global economy. MBA coursework
helps provide a framework for understanding theories and
concepts on the globalization of business, along with the tools
needed for leading organizational strategies in international
markets.
Trends in globalization continue to have an impact on
businesses in every region of the world. As organizations see
more opportunities to gain foreign customers, they must be
familiar with different types of international business strategies.
By evaluating their organizations’ respective capabilities and
the foreign markets they wish to enter, business managers can
adopt strategies to help increase profits and take their
organization to the next level.
8. Global Business Strategies for Responding to Cultural
Differences
LEARNING OUTCOMES
· Explain export strategies for global management.
· Explain standardization strategies for global management.
· Explain multidomestic strategies for global management.
· Explain transnational strategies for global management.
Global Business Strategies
A major concern for managers deciding on a global business
strategy is the tradeoff between global integration and local
responsiveness. Global integration is the degree to which the
company is able to use the same products and methods in other
countries. Local responsiveness is the degree to which the
company must customize their products and methods to meet
conditions in other countries. The two dimensions result in four
basic global business strategies: export, standardization,
multidomestic, and transnational. These are shown in th
Standardisation strategy. Export strategy. Transnational
strategy. Multi-domestic strategy.
International business strategies must balance local
responsiveness and global integration
Export Strategy
An export strategy is used when a company is primarily focused
on its domestic operations. It does not intend to expand globally
but does export some products to take advantage of
international opportunities. It does not attempt to customize its
products for international markets. It is not interested in either
responding to unique conditions in other countries or in creating
an integrated global strategy.
PRACTICE QUESTION
Standardization Strategy
A standardization strategy is used when a company treats the
whole world as one market with little meaningful variation. The
assumption is that one product can meet the needs of people
everywhere. Many business-to-business companies can use a
9. standardization strategy. Machines tools and equipment or
information technologies are universal and need little
customization for local conditions. CEMEX, the Mexico-based
cement and building materials company, was able to expand
globally using a standardization strategy. Apple uses a
standardization strategy because its products do not have to be
customized for local users. An iPod will look the same wherever
you buy it. Domino’s Pizza also uses a standardization strategy.
Although toppings may vary to meet local tastes, the basic
recipes are the same and the store model of carryout or
delivered pizza is the same everywhere. A standardization
strategy produces efficiencies by centralizing many common
activities, such as product design, gaining scale economies in
manufacturing, simplifying the supply chain, and reducing
marketing costs.
Multidomestic Strategy
A multidomestic strategy customizes products or processes to
the specific conditions in each country. In the opening example,
Lincoln Electric should have used a multidomestic strategy to
customize its manufacturing methods to the conditions in each
country where it built factories. Retailers often use
multidomestic strategies because they must meet local customer
tastes. 7-Eleven is an example of a company using a
multidomestic strategy. It tailors the product selection, payment
methods, and marketing to the values and regulations in each
country where it operates. For example, in Japan, 7-Eleven
allows customers to pay their utility bills at the store. In a
company with a multidomestic strategy, overall management is
centralized in the home country but country managers are given
latitude to make adaptations. Companies sacrifice scale
efficiencies for responsiveness to local conditions. Companies
benefit from a multidomestic strategy because country managers
understand local laws, customs, and tastes and can decide how
to best meet them.
Transnational Strategy
A transnational strategy combines a standardization strategy and
10. a multidomestic strategy. It is used when a company faces
significant cost pressure from international competitors but
must also offer products that meet local customer needs. A
transnational strategy is very difficult to maintain because the
company needs to achieve economies of scale through
standardization but also be flexible to respond to local
conditions. Ford Motor Company is adopting a transnational
strategy. Ford is producing a “world car” that has many
common platform elements that accommodate a range of add-
ons. That way Ford benefits from the standardization of costly
elements that the consumer does not see but can add custom
elements to meet country laws, can customize marketing to local
standards, and can provide unique products to meet local tastes.
PRACTICE QUESTIONS
Key Points
In today’s economy almost all companies must consider the
opportunities presented by globalization, but global operations
also present significant risks. Companies must research and plan
thoroughly before engaging in international operations. And
they must choose a strategy that matches their capabilities and
objectives. The economies of standardization and the
responsiveness of customization are competing pressures
companies must resolve. The appropriate strategic choice is
essential for a company to make the right choices.Global
Marketing Strategy: Perspectives and Approaches
Part 6. International Marketing
Susan P. Douglas and C. Samuel Craig
First published:15 December 2010
Abstract
Global marketing strategy involves formulating marketing
strategy across a range of countries. A number of different
approaches have been taken in studying global marketing
strategy, including the transaction cost perspective,
standardization/adaptation, configuration/coordination
perspective, global integration perspective, and the evolutionary
11. perspective. Typically, each focuses on different decisions or
aspects of global marketing strategy and corresponds in many
respects to differences in the experience of the firm in
international markets. Depending on the degree of experience in
international markets, the firm must deal with issues related to
beginning operations in global markets, refining and developing
global marketing strategy, or consolidating/integrating global
strategy. In beginning global market operations, the firm needs
to decide which international markets to enter and how they
should be entered, as well as the timing and sequencing of
international market entry. As the firm expands within
international markets, attention shifts to deciding how far to
tailor various elements of the marketing mix to local market
characteristics. Attention is then required to coordinate and
integrate marketing strategy across countries and regions. The
design of global marketing strategy is thus a continually
evolving and adaptive process requiring an ability to respond to
new demand and competitive factors as well as changing global
environmental conditions and pressures.
1 Introduction
Markets worldwide are becoming increasingly integrated across
national borders at a macroeconomic, competitive, and product
market level. Firms of all sizes, and in almost all industries, are
increasingly conceptualizing their strategy on a global basis. As
a result, increasing interest in studying this trend and in
understanding its key characteristics has developed. As noted by
Zou and Cavusgil 2002 a number of different approaches have
been adopted, which vary in terms of their theoretical or
conceptual underpinnings, and focus on different facets of
marketing strategy as well as their definition of terms such as
global and marketing strategy (seeGlobal Marketing Strategy).
This has resulted in the absence of a generally accepted
conceptualization of global marketing strategy, and hence, an
ability to generalize findings from different research studies and
more broadly improve understanding with regard to the impact
12. of globalization on the firm's competitive position.
In this article, a framework is presented that aims to provide a
clear understanding of global marketing strategy and at the
same time allows incorporation of other perspectives. First, the
different terms that are used in the present article are explained.
Next, the dominant approaches to studying international/global
marketing and the theoretical perspectives that underlie these
approaches are briefly reviewed and the key topics covered. The
various issues confronting the firm as it develops a global
marketing strategy are then discussed, starting with the initial
development of the strategy, followed by the ongoing process of
refining and developing that strategy and consolidating the
strategy to improve efficiency and competitiveness in global
markets.1.1 Key Concepts1.1.1 Global
The term global is used to define the geographic scope of the
firm's operations and strategy development. A firm is
considered to have a global marketing strategy if it is involved
in marketing its products and services in most geographic
regions and areas in the world, has established a clear strategy
as to how these operations are managed in each of these areas,
and retains control over how these operations are managed and
evaluated (seeGlobal Marketing Strategy: Perspectives and
Approaches). This does not necessarily imply that these
operations are globally integrated or standardized on a
worldwide basis. The term global will be used broadly to refer
to any involvement outside the firm's home market, as global
strategy must start somewhere.1.1.2 Marketing Strategy
A marketing strategy is defined as a strategy that is based not
only on identifying target customer needs and interests in a
clearly defined product market in order to develop customer
value creation but also in clearly identifying the firm's
distinctive skills and capabilities relative to those of other
competitors in the marketplace (seeCompetitive Advantage: Its
Sources and the Search for Value). This results in the
development of a marketing strategy based on the firm's
competitive advantage and skills in relation not only to
13. marketing activities such as new product development, pricing,
advertising, and distribution, but also to other elements of the
value chain, both upstream and downstream such as design,
production, sourcing, and logistics.
2 Alternative Approaches and Perspectives to Global Marketing
Strategy
In studying global marketing strategy, a number of different
approaches have been adopted ranging from the transaction cost
perspective to the evolutionary and global integration
perspective. Typically, each focuses on different decisions or
aspects of global marketing strategy and corresponds in many
respects to differences in the experience of the firm in
international markets.2.1 The Transaction Cost Approach
One of the earliest approaches adopted in studying the
development of global marketing strategy was transaction cost
analysis (Anderson and Gatignon, 1986). This focused on the
appropriate choice of mode of entry into international markets
and viewed such decisions as a trade‐off between control and
the cost of resource commitments, and was grounded in
Williamson's 1981 transaction cost economics. While control
enables the firm to coordinate actions, execute and revise
strategies, and thus obtain a higher return, it also entails
commitment of resources and hence exposure to risk in an
uncertain environment. This perspective has subsequently been
widely used in assessing mode of entry decisions (Erramilli and
Rao, 1983), notably for exporters and service firms.2.2 The
Standardization/Adaptation Perspective
The standardization/adaptation issue
(seeStandardization/Adaptation of International Marketing
Strategy) was initially raised by Buzzell 1968, examining the
potential benefits of standardizing different elements of the
marketing mix as opposed to adopting localized strategies. This
became a central debate characterizing the marketing literature
following Levitt's controversial article “The Globalization of
Markets” Levitt 1983, which argued that multinational firms
14. would only be successful if they marketed standardized products
worldwide, taking advantage of potential economies of scale in
production, distribution, marketing, and management. This
debate has been widely pursued not only in relation to
marketing strategy in general (Douglas and Wind, 1987) but
also in relation to the benefits and feasibility of standardization
relative to different elements of the marketing mix, products,
and target segments (Jain, 1989).2.3 The Global
Configuration/Coordination Perspective
This perspective emphasizes the importance of configuring and
coordinating the firm's activities at different stages in the value
chain across different countries so as to improve efficiency and
gain the maximum competitive advantage (Craig and
Douglas, 2000; Takeuchi and Porter, 1986; Roth, 1992).
Activities at the upper end of the value chain such as sourcing,
design, and engineering should, for example, be concentrated in
countries where they can be performed most effectively and cost
efficiently. At the same time, activities should be both
vertically and horizontally coordinated at different stages in the
value chain and across countries to optimize cost efficiency and
maximize speed of response to changes in demand or competitor
moves.2.4 The Global Integration Perspective
Another perspective is the global integration approach
(Yip, 1995; Zou and Cavusgil, 2002). World markets are viewed
as an integrated whole, and emphasis is placed on the
importance of conducting operations in all major markets
worldwide, and integrating strategy development and execution
across these markets (seeForces Affecting Global Integration
and Global Marketing). Similarly, resources may be shifted
from one market to another in order to compete more
effectively. For example, competitive attacks in one market may
be met by counterattacks in a competitor's home market or other
key markets. In addition, emphasis is placed on developing a
strategy for the standardization of product, promotion, and
distribution activities across world markets.
15. 2.5 The Evolutionary Perspective
The most comprehensive perspective is to view the firm's
operations as evolving over time as the firm gains experience
and expands in international markets. The “stages” theory of
internationalization developed by Johansson and Vahlne 1977,
based on a study of the pattern of internationalization of
Swedish firms, argues that the perceived risk associated with
international expansion leads firms to enter proximate, more
familiar markets first, gradually expanding into more distant
market as experience is gained in operating in international
markets. Similarly, Douglas and Craig 1989, 1995 suggest that
international market expansion can be viewed as a sequential
decision‐making process starting with decisions relating to
entry into international markets, standardization versus
adaptation of international marketing mix decisions to different
environmental conditions, and subsequently focusing on
coordination and integration of these decisions across national
markets.
More recently, it has been pointed out that some firms are “born
global” (Knight and Cavusgil, 1996, seeBorn Global). In
essence, such firms immediately adopt a global perspective in
initial market entry, and target customers worldwide. Typically,
these firms target “niche” markets where customers in different
countries have similar needs and interests, for example, medical
equipment and computer software. The growth of the
international communications infrastructure, particularly, the
Internet, often facilitates identification of these opportunities
and establishment of relations with customers, ensuring that
customer needs are met and satisfied on an ongoing basis.
Since the evolutionary framework also provides the broadest
perspective and can also incorporate the other perspectives, this
article also focuses on the specific decisions that a firm needs
to make as it develops experience in international markets.
3 Beginning Global Market Operations
While not all firms expand operations to the point where they
16. can be considered global, all begin by entering a country or
countries outside their home market. In initially entering into
global markets, a firm needs to make three key decisions:
· which countries to enter;
· what modes of operation to adopt; and
· the timing and sequencing of entry.
These decisions need to be considered in the light of the firm's
objectives with regard to global markets, particularly with
regard to the desired degree of involvement, and amount of
resources (human and financial) a firm is willing to devote to
developing operations in international markets, as well as the
level of risk – macroeconomic, competitive, and policy – that it
is willing to consider in going international.3.1 Selecting
Countries to Enter
In deciding which countries to enter (seeMarket Entry and
Expansion), the firm needs to first evaluate opportunities on a
worldwide basis, assessing in each country the macroeconomic
environmental factors, such as population size and growth, the
level of GNI (Gross National Income) and rate of economic
growth, the degree of urbanization, the rate of inflation, the
level of corruption, political risk, financial risk, trade barriers,
and market regulation. In addition, opportunities and risk at the
product market level need to be assessed. Here, the firm needs
to consider the absolute size of the product market and its rate
of growth, as well as per capita consumption and growth. If a
product is not currently marketed in a country, surrogate
indicators of demand need to be used. The level of competition
also needs to be considered as also the presence and strength of
other global, regional, and local competitors. Markets that are
large may appear attractive, but if the rate of growth is low this
may signal that the market is saturated. Similarly, the market
may have a high rate of growth, but if there is a substantial
degree of competition, the firm may prefer to focus on
developing operations and stimulating primary demand in a less
competitive market. In conducting this analysis, a hierarchical
screening process based on secondary data can be used to assess
17. opportunities worldwide in order to reduce and expedite the
assessment of opportunities and risk.3.2 Mode of Operation
Once having assessed opportunities and determined which
countries to enter or consider entering, the firm needs to
consider the mode of operation, that is, whether to enter via
exporting (seeExport Performance), a contractual agreement
with another firm such as licensing or franchising, contract
manufacturing, or joint venture, or alternatively, to set up a
wholly owned subsidiary either on a greenfield basis or via
acquisition. Here, a key factor is the degree of control a firm
wishes to exercise over operations in international markets as
well as the importance of local input and experience in
managing and developing operations, and the resources a firm is
willing to devote to international expansion. Some firms, for
example, wine or agricultural producers, have no choice but to
export if they wish to enter international markets. Similarly,
service operations, for example, fast food, hotel chains, and car
hire typically expand via franchising to avoid the cost of
acquiring local facilities and to ensure input of local
management capabilities and experience (seeInternational
Franchising). This, however, typically requires extensive
systems of control and training on a global or regional basis to
ensure that franchisees in all markets provide a consistent
service experience and reinforce the firm's brand image
internationally.3.3 Timing and Sequencing of Global Market
Entry
The firm also needs to decide the timing of its entry into
different international markets, that is, whether to be a first
mover and enter a country ahead of competition, or alternatively
be a fast follower (seeInternational Product Diffusion). Being a
first mover enables the firm to establish its brands and develop
customer and distributor loyalty ahead of competition as well as
to monopolize key resources such as strategic locations, key
distribution channels, thus erecting entry barriers for
competition. On the other hand, being a first mover also entails
substantial risks as the firm needs to expend resources to
18. stimulate primary demand and in some cases, develop the
market infrastructure besides convincing distributors to stock
the product. Similarly, there is substantial uncertainty as to
whether potential demand will develop or whether
environmental conditions will change, for example, the
imposition of product regulations. Similarly, competitors can
learn from the firm's mistakes and “leapfrog” the learning
curve, entering later with a more desirable product or effective
marketing strategy.
Another aspect is the sequencing of market entry. A firm may
decide to enter international markets sequentially, adopting, for
example, a “rehearsal” strategy, entering one country in a
region first to gain experience in that market, then rolling out
into other countries. For example, a US firm entering the
European market might decide to enter the Netherlands first,
and use that experience to develop strategies for entering other
large markets in Europe, for example, France, Germany, and the
United Kingdom. A variant of this strategy is to enter a single
country in each region first and use this as a base for
developing operations and strategy in other markets in the
region. For example, McDonalds first entered into the United
Kingdom, and then expanded into the rest of Europe, and used
Australia as a basis for developing operations in Southeast Asia.
A key factor driving strategy in initial entry is the desire to
achieve economies of scale. Typically, a firm will use the same
marketing strategy, particularly in terms of products, product
positioning, and branding in international markets as in
domestic markets so as to achieve tangible and
intangible economies of scale. Tangible economies typically
arise from production economies of scale or spreading R&D and
other investment costs, for example, in developing advertising
themes and copy, over a larger volume of
sales. Intangible economies may be less apparent, arising from
use of the brand or corporate image on an international basis,
thus enhancing its visibility and value to customers. Other
intangible economies may include specialized management
19. skills and know‐how, for example, in the management of
franchise operations or the development of creative product and
marketing ideas as in Apple's product design capabilities, or
Bic's skill in developing disposable products.
While many firms, both large and small, have already entered
international markets, typical firms that are still in the early
stages of entering international markets are
· entrepreneurial firms (seeInternational Entrepreneurship),
often targeting niche markets worldwide, for example, firms
selling specialized medical equipment, export services, or new
product variants such as soft serve ice cream;
· large emerging market multinationals that often enter markets
in developed countries with a low cost positioning based on
resource cost in their home market, for example, Haier, a
Chinese consumer electronics firm; or Embraer, a Brazilian
manufacturer of small jet aircraft; or Mahindra and Mahindra,
an Indian manufacturer of agricultural equipment.
4 Refining and Developing Global Marketing Strategy
Typically, once firms have entered a number of countries, they
begin to expand within these markets. This is stimulated in part
by concern with meeting local competition and meeting specific
local needs and interests. This is further reinforced by local
management attitudes and initiatives that typically reflect a
belief that local market characteristics and demand conditions
are different and require adaptation of products and marketing
strategy. An important concern is also more effective utilization
of local knowledge and assets resulting in product line
extension or development of new products that can make use of
existing channels of distribution. Constraints imposed by
national market barriers, for example, tariff barriers, quotas,
import duties, and local product regulation, may also encourage
local production.
In entering and expanding within countries that the firm has
decided to enter, the following three decisions are of paramount
importance:
20. · how far to market standardized products worldwide or adapt to
differing conditions in different countries
(seeStandardization/Adaptation of International Marketing
Strategy), and similarly, whether to adopt the same marketing
strategy, that is, pricing, promotion, and distribution strategy or
to adapt locally;
· whether to extend the product line to include local variants
adapted to local customer demand and market conditions;
· whether to develop new products to meet specific local needs,
for example, in emerging markets or markets with different
climatic conditions (seeInternational Pricing Objectives and
Strategies; Designing a Global Supply Chain: Opportunities and
Challenges).
In considering whether or not to standardize or adapt different
elements of the marketing mix, the firm needs to consider a
number of different factors. While there are a number of
benefits from standardization, there are also barriers to
standardization and advantages to adapting, and these need to
be weighed relative to each element of the marketing mix. Some
mix elements such as product and how it is positioned may be
more readily standardized than other elements such as pricing
(seeInternational Pricing Objectives and Strategies) or
distribution (seeDesigning a Global Supply Chain:
Opportunities and Challenges). Similarly, the degree of
modification may vary ranging from minor modifications such
as adjusting to voltage, size or color preferences, to major
differences such as taste and technological complexity.
One of the primary benefits of standardization is that firms are
able to achieve economies of scale in R&D and production.
Product standardization in international markets enables a firm
to reduce the number of models worldwide and hence reduce
development costs in addition to enabling them to afford a
higher level of design expertise. Similarly, pharmaceutical
companies are able to spread the high cost of developing new
drugs, and consumer goods companies the costs of advertising
(seeInternational Advertising – is there Still a Standardization
21. Versus Local Adaptation Debate?) development across a higher
sales volume. Standardization also enables firms to transfer
ideas, experience, and knowledge developed in one market to
other markets, for example, the concept of disposable products,
or experience in developing environmentally friendly products
and packaging (seeGlobal Consumerism and Consumption).
Standardized products also facilitate the development of a
uniform image of quality and service and the ability to develop
a strong corporate or brand image worldwide. Standardization
also facilitates coordination and control of operations in
different country markets as uniform performance standards can
be established and performance more readily compared across
countries.
On the other hand, there are a number of barriers to
standardization. Differences in customer characteristics and
response patterns caused by different sociocultural values and
lifestyles, climatic or usage conditions, or perceptions and
associations with different images, may generate need for
different products, or promotional and distribution strategies.
Similarly, government regulations and restrictions relating
particularly to product and promotional decisions, or campaigns
to buy local products, may result in the need to adapt product
positioning and promotional strategy. Likewise, differences in
the marketing infrastructure, for example, the availability, cost,
and effectiveness of different media such as TV, radio, and
print as well as nontraditional media, such as the Internet or
viral marketing have to be accounted for. Similarly, the
organization of the distribution infrastructure and the
importance of large‐scale distribution organizations versus
small Mom and Pop stores may vary considerably from one
country to another, or the presence of international or regional
retailers may vary considerably, facilitating or hindering local
brands and products. Similarly, the extent of and strength of
local or regional competitors may vary. Typically, the presence
of strong local competition will create pressures to adapt either
in terms or product, promotion, or pricing strategy. In addition,
22. local managers are typically opposed to standardized products
as these reduce their control over marketing strategy, as
marketing policy and guidelines are likely to be established at
regional or corporate headquarters.
Such differences in market and demand conditions in different
countries and regions, typically lead the firm to extend the
product line adding new product variants that are adapted to
specific needs and tastes (seeManaging the Global Product
Portfolio). This may include adding product versions with new
flavors or scents, or different types of soft drinks, or bottled
waters. This typically helps to generate additional sales, fills
out the firm's product line, and enables the firm to tap a broader
range of customers as well as compete more effectively in the
local marketplace.
At the same time, the firm may also develop new
products tailored to specific local market needs
(seeInternational Product Innovation and Development). For
example, in emerging markets the firm may develop simple
functional products, for example, mobile phones targeted to
low‐income consumers who are unable to afford more complex
high‐end products marketed in developed countries. Similarly,
computers that uses icons may be designed for illiterate
consumers, and solar‐powered equipment created for consumers
with no or unreliable access to electricity. Again, this will help
the firm's sales growth in a given market and tap a broader base
of customers.
In extending the product line and developing new products
within a given country, a key priority is to leverage economies
of scope, adding products and product variants that can be
distributed through existing channels of distribution or
produced at existing production facilities. This enables the firm
to spread overhead costs over a higher volume of products. At
the same time, it utilizes experience and knowledge of market
conditions in a given country, and investment in research to
identify and understand customer needs. Similarly, where the
same channels of distribution are used, relations developed with
23. distributors or sources of supply may be further reinforced. In
essence therefore, a key aim is building the firm's operations in
a given market, and particularly in building the scale and scope
of operations so as to compete more effectively in local
markets.
Firms focusing on refining and developing their international
marketing strategy, are typically firms competing predominantly
on a regional basis, for example, companies such as Henkel, the
German‐based manufacturer of detergents and other household
products, as well as products targeted to handymen such as
glue, paint, and solvents. Similarly, Kao, the Japanese detergent
and personal products manufacturer, is focusing on growth in
Southeast Asian markets. Other companies are transitioning
from developing their strategy to consolidating their positioning
and strategy across regional and global markets. McDonald's,
for example, has rolled out local variants such as shrimp
burgers and fried rice patties developed in Japan to other
countries in Asia and McArabia flat bread in Europe. Similarly,
in Europe many facilities are being upgraded so that customers
come not only for fast service and inexpensive food, but also to
enjoy a comfortable and clean environment. Other service ideas,
such as home delivery started in Cairo, Egypt, are being added
in other busy city centers.
5 Consolidating/Integrating Global Strategy
A number of factors act as triggers to consolidate and
rationalize operations across different markets (seeForces
Affecting Global Integration and Global Marketing). These
include, for example, cost inefficiencies and duplication of
effort across different country markets, particularly those that
are similar in terms of demand characteristics or are
geographically proximate. Similarly, opportunities may occur
for the transfer of products and brands developed in one country
market to other country markets, targeting similar market
segments, for example, high‐income consumers, younger
consumers, in business‐to‐business markets, or global
24. customers. Similarly, the emergence of competition on a global
scale is facilitated by improved linkages between national
market infrastructures, for example, retailing or advertising
media.
Such factors lead firms to pay increased attention to
consolidating operations in global markets, and improving the
coordination and integration of operations at different levels of
the value chain, such as promotional efforts through greater use
of regional or global media and positioning strategies or the
establishment of global and regional product development
centers. Similarly, sourcing or production strategies may be
coordinated or configured at a global level. Here, however it is
important to note that global configuration of sourcing and
production strategies are dependent on standardization at the
product design level.
A key element of the firm's strategy at this point is therefore to
establish a global portfolio of countries, products, and target
segments in order to establish direction for future efforts
(seeManaging the Global Product Portfolio). Then, it needs to
establish global strategy based on the market scope and target
market of its various product business, which may be focused
on a specific target segment worldwide, or alternatively be
broad based, targeting the mass market in different countries, or
hybrid, that is, some combination of both. Finally, the firm will
need to consider improved integration and coordination of
operations both upstream and downstream in the value‐chain as
well as horizontally across geographic regions and product
businesses.
In establishing the geographic scope of the global portfolio, the
firm should maintain a balance between mature markets, such as
the United States, Western Europe, and Japan, while targeting
emerging growth markets such as China, India, Brazil, Thailand,
or Colombia. The mature markets provide low growth, but also
lower risk and require little additional investment to develop
and build demand. The emerging markets, on the other hand,
offer high growth potential, but require greater investment to
25. understand customer demand, evaluate the nature of local
competition, and build the market infrastructure, particularly in
underdeveloped regions. At the same time, the degree of
integration across markets, for example, in Europe, South
America, or the Indian subcontinent needs to be considered, in
order to effectively allocate investment efforts within a region,
as well as diversify across different regions of the world.
Once the firm has established the countries and regions to
target, the next step is to establish the firm's Global Marketing
Strategy. Here, an important issue is how far this is integrated
across different countries and regions of the world. This is
likely to depend, to a substantial degree, on the scope of the
product market. Where the firms adopt a focused strategy
targeting a specific market segment, such as high‐income
consumers, or young adults, they are likely to integrate strategy
across markets, adopting the same positioning, the same or
similar product line and pricing, promotional copy and media,
and distribution strategy. This may result in the use of global or
regional media and, similarly, global or regional retailers who
are able to provide coverage matching the geographic scope of
the firm's operations and hence, improve marketing efficiencies.
If, on the other hand, the firm targets a broad‐based mass
market, considerably greater difficulties may be encountered in
integrating strategy across markets. While increasingly, many
firms are adopting global branding strategies, the extent of the
product line may vary from one region to another or even by
country. Similarly, while advertising themes may be uniform
across countries and regions, their execution may vary and
distribution strategies may similarly need to be adapted to
differences in the structure of the distribution system and the
availability and reach of organized distribution, for example,
supermarkets, mass‐market retailers, and department stores.
In integrating and consolidating strategy across countries and
regions, a primary concern, as in initially entering international
markets, is to achieve both tangible and intangible scale
efficiencies, particularly with regard to the management of
26. marketing and service operations. At the same
time, synergies may arise from coordinating and integrating
strategy and operations, especially across proximate markets, or
in integrating communications efforts at a regional or global
level. Similarly, the transfer of best practices is critical, that is,
ideas for products, promotional or distribution strategies across
countries and regions, as well as experience and know‐how in
effectively managing marketing operations in different
environmental conditions.
Many large US and European multinationals are in the process
of consolidating operations across world markets. Many
consumer goods firms, who previously had local or regional
brands are focusing on building a global branding strategy, at
the corporate, product business, and product level. In some
cases, this leads to the development of tiered branding
strategies where the product level brand is endorsed by the
corporate brand as well as a family or house brand. Attention is
also paid to building a global information system, particularly
at the firm level so that production and distribution logistics can
be better coordinated and integrated across countries and
regions as well as across product businesses. Increasing
emphasis is also paid to the transfer of management across
geographic regions in order to enable them to develop
experience in working in different environmental contexts, and
hence develop and train a multicultural global workforce of
managers capable of operating in a variety of different contexts.
At the same time, they are able to bring their experience
working in other countries and regions to deal with similar
problems and situations in a given country or context.
6 Issues in the Continuing Evolution of Global Marketing
Strategy
The global marketing strategy of firms continues to evolve in
response to a changing environment and new challenges. Three
of the most pressing issues are (i) the increasing complexity of
managing operations on a global scale; (ii) coping with
27. the increasing intensity of competition not only from
established multinationals but also from new competitors from
emerging markets; and (iii) exploiting opportunities in emerging
markets. The role of each of these in shaping the evolution of
global marketing strategy is further elaborated.6.1 Complexity
of Managing International Operations
As international operations grow in importance and complexity,
management has to direct, coordinate, and control operations on
a much broader and more diverse scale and scope (seeMarketing
Strategy Implementation). This may entail decisions relating to
the reconfiguration of the geographic organization of operations
at different stages in the value chain, for example, developing
global production platforms, or centers of product innovation,
or improving vertical and horizontal coordination at different
stages of the value chain as well as developing external
communication linkages with customers, developing global
account management systems, improved supplier linkages, and
organizational restructuring to improve coordination and
communication links across countries and regions. In addition,
establishment of a global information system, and of a global
management workforce, consisting of managers able to operate
in different countries and cultural contexts are essential to
operate effectively in increasingly culturally diverse and
far‐flung world markets.6.2 Increasing Intensity of Competition
Firms have also to cope with the increasing intensity of
competition as well as the emergence of new sources of
competition. As growth slows in many markets in developed
countries, such as the United States, Western Europe, and
Japan, competition between established multinationals in these
markets has become increasingly severe. This has been
exacerbated by the entry of firms from emerging markets such
as China, India, or Brazil. These firms are able not only to
leverage the advantages of a low‐cost resource base to build
their position in global markets and enter developed markets but
are also learning to adopt the technologies and management
skills of firms in developed countries and in some cases surpass
28. them in terms of innovative skills. Typically, these firms enter
developed markets with a low‐price positioning. However,
often, as they establish a market position and effective
distribution channels, they begin to move upward, adding
higher‐priced products and developing their brand image. This
poses an increasing challenge to established multinationals in
developed countries.6.3 Exploiting Opportunities in Emerging
Markets
Slower growth in developed markets has prompted firms to look
to emerging markets for growth opportunities. Although current
income levels in these countries are low relative to developed
countries, ranging from $4460 in Russia to $730 in India, the
growth rates and economic fundamentals in these countries
suggest immense future market potential (seeEmerging
Markets). Both India and China have sizable and relatively
affluent middle classes which constitute a large market for
goods and service as well as vast markets of rural poor and an
increasing number of highly successful entrepreneurs. Here, an
important decision for developed market firms is whether to
focus on the affluent urban middle class in these countries,
leveraging existing products and global brands, with limited
adaptation of the marketing mix, or alternatively, target lower
income consumers, typically in rural areas. Targeting lower
income consumers, however, typically requires the development
of radically new marketing strategies, including the
development of new low‐cost functional products and
improvement of distribution access and efficiency in rural areas.
In addition, creative ways to enhance the ability of consumers
to afford products need to be developed. While requiring
substantial effort and ingenuity, the size and potential of the
emerging markets, not only in India and China but also other
continents such as South America and Africa, offers tremendous
opportunities for future growth.
7 Conclusion
The crafting of global marketing strategy is a dynamic ongoing
29. process, continually evolving as the firm expands into new
countries and markets, requiring adaptation to new market
conditions and demand factors, competitive forces, as well as
internal pressures within the firm. Also, the fundamental nature
of global marketing strategy changes as the firm's involvement
in global markets increases. To succeed, the firm must become
an organism that continually evolves, adapts, and responds to
the changing realities of the global marketplace. Firms that are
able to do so will prosper; those that do not will wither.