‘Global Strategy’ is a reduce term that covers 3 areas: global, multinational and international strategies. Essentially, these 3 strategies enable an organization to achieve its objective of global expansion.

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In arising ‘global strategy’, it is useful to distinguish in between three creates of international development that arise from a that company resources, capabilities and also current international position.

If the company is still mainly focused on its house markets, then its strategies outside its house markets deserve to be viewed as international. For example, a dairy company might offer some of its overabundance milk and also cheese supplies external its residence country. But its main strategic emphasis is still directed to the house market.


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Do us really have actually (or even want) a ‘global’ strategy?

Companies talk around ‘going global’ as soon as what castle really average is the they are relocating internationally, exterior their residence countries. That is crucial to clarify exactly what is intended by together wording since the strategic ramifications are fully different.

The company resources essential to sell worldwide might commonly include a sales team, brochures of commodities in assorted languages and also an office team to manage sales orders earlier in the house country.

The organization resources in going an international are much greater. Typically, providers need production plant in miscellaneous low labour expense countries, global branding and advertising, sales groups in every significant country, high value patent and intellectual building registration in plenty of countries, etc.

So, why ‘go global’ if the required resources room much greater and, incidentally, more facility to manage? because the business rewards are supposed to be much better for a worldwide strategy. And so are the risks!

Hence, many companies execute not have a ‘global strategy’ in the means that that is defined in international service literature. Also some major multinationals perform not have actually a true an international strategy in the sense of fully integrated production, no localized brands, etc.


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For example, the extremely successful multinational company PepsiCo constrain savoury snack products around the world. However, the still has actually local brands prefer Walkers Crisps in the UK. That does not usage its Lays brand surname in the UK, yet employs Lays in lot of the remainder of the world. Why? historic reasons that started with the PepsiCo acquisition of Walkers, which was currently UK market leader.

Even if companies have actually a global strategy, this takes year to develop and also requires comprehensive resources. The needs countless millions that US$ and comprehensive management time and expertise. Because that example, Coca Cola took many years to construct its present position in the civilization soft drink market.

Hence for many companies, specifically smaller carriers with minimal resources, it is an ext realistic to develop an worldwide or multinational strategy.

Read much more in chapter 19 the Lynch strategy Management.

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To build international, multinational and worldwide business strategies, we’re going...