Bartlett and Ghoshal

Question 1

Bartlett and Ghoshal- Local Responsiveness

Answer 1

• do customers in each country expect the product to be adapted to meet local requirements?
• do local competitors have an advantage based on their ability to be more responsive?

Question 2

Bartlett and Ghoshal- Global Integration

Answer 2

• how important is standardisation of the product in order to operate efficiently?
• is consistent global branding required in order to achieve international success?

Question 3

Bartlett and Ghoshal- Global Strategy

Answer 3

-low local responsiveness
-high global integration
-standardised product
-highly centralised
-focus on efficiency (economies of scale)
-little sharing of expertise locally
-innovation is centralised and is then passed to different branches
EXAMPLES- CAT, Pfizer

Question 4

Bartlett and Ghoshal- Transnational Strategy

Answer 4

-high local responsiveness
-high global integration
-complex to achieve
-wide sharing of expertise (tech, staff etc)
-aim to maximise local responsiveness but gain benefits from global integration
EXAMPLES- Unilever, Starbucks

Question 5

Bartlett and Ghoshal- International Strategy

Answer 5

-low local responsiveness
-low global integration
-operations managed centrally
-aims to achieve efficiency by focusing on domestic activities
-little adaption of products to local needs
EXAMPLES- McDonald’s, UPS

Question 6

Bartlett and Ghoshal- Multi-domestic Strategy

Answer 6

-high local responsiveness
-high global integration
-aims to maximise benefits of meeting local needs through customisation
-decentralised decision making
-treated as separate businesses
-different strategies for each country
EXAMPLES- Nestle, MTV