BARLETT AND GHOSHAL S MULTI - DOMESTIC STRATEGY Flashcards
1
Q
What is the domestic strategy
A
When the pressure for local responsiveness os high and cost pressure (global integrations) are low
Very different markets with high demand for products to be adapted, but little pressure for exploit global economies of scale
Marketing, product development, and R&D decisions decentralised, essentially lots of separate businesses operating independently
Local branches have experience and make own decisions
May not make the most of share core competences
An example of this would be Virgin - They have a lot of different markets
