Presentation for international marketing class

1. Product Strategies of (Finnish) ICT
Manufacturers
Jonathan Roberts, Marina
Biffi, Julian Acosta

2.  Internationalisation
to Globalisation in
SMOPEC ICT firms
 What is Globalisation?
 Product
Strategy Dimensions
 Strategy Alternatives

3.  P1
-Target Pull and domestic push =
standardised product?
 P2 - International to global = standardised
management
 P3 - Greater Centralisation = Greater
standardisation
 P4 - Scope Vs Scale
 P5 - Wider Product and service offering as
globalisation increases

4.  Case
Study Research - Qualitative
 Interviewed senior executives
 4 Global Finnish companies
 Small Domestic Market

5. – Supported √ with an addendum
 P2 – More Unified Global Product
Management Processes √
 P3 – Greater Decentralisation ×
 P4 Supported √
 P5 Wider Globalisation = Wider
Standardisation of product and
management
 P1

6.  Globalisation
a continuous process
 Different Globalisation Stages require
different Strategies
 Marketing Implications
 Future
Research….

7.  Paper’s
Premise Misleading?
 Salcomp revenue basis
 EU
 Multinationals/Multidomestics
Globals
Vs True

8.  Adapt
to survive
 Some
Attributes can be standardised but…
 Is
it Possible to be totally Global?