Assessing Internationalisation - Bartlett And Ghoshal - Multi Domestic Strategy . Flashcards
What does the multinational strategy make firms do?
Pay a lot of attention to customisation of products to better meet demand of the foreign market.
How do the different elements of businesses within different regions operate?
Operate at a fairly independent level within own regions.
How does each part of the business adapt?
Adapts to the local environment in terms of what it offers and how it is run.
Where is this strategy particularly common?
Where there will be significant differences and tastes across each marekt e.g restaurants or clothing.
Disadvantage of multi domestic.
Resources are not shared which impacts on economies of scale.
Difference between international and global.
International - some minor adaptions to the product.
Global - no adaptions.
Increasing risk with multi domestic.
Increased risk of local operations moving away from the overall corporate strategy of the firm as they implement their own policies.
