International

Question 1

multi domestic

Answer 1

developing and implementing independent strategies in each of many countries

Question 2

Transnational

Answer 2

developing and implementing an integrated strategy across all countries in which the company does business

Question 3

Forces for Internationalization (5)

Answer 3

*Market drivers
*Competition drivers
*Technology drivers
*Cost drivers
*Government drivers

Question 4

Modes of Internationalization (3)

Answer 4

*Export information-based services
–transmit via electronic channels
–store in physical media, ship as merchandise

*Use third parties to market/deliver service concept
–licensing agents
–brokers
–franchising
–alliance partners
–minority joint ventures
–Agents

*Control service enterprise abroad
–direct investment in new business
–buyout of existing business

Question 5

Elements of a Global Transnational Strategy (5)

Answer 5

1. Global market participation - Countries selected for contribution to globalization benefits
2. Globally standardized core product - Core product (a good or service) requires minimum of local adaptation

3.Global location of value-adding activities - Value chain is broken up, individual service elements may be delivered to consumption point from separate countries

4.Global marketing - Uniform (if not identical) marketing approach used globally

5.Global competitive moves - Integrated across countries; take place simultaneously or in planned sequence

Question 6

Why Are International Markets Attractive to Service Firms? (5)

Answer 6

*Opportunity to expand sales
*Desire/request to follow customers
*Need to follow competitors
*Make preemptive strike (get there before competition)
*Chance to build expertise in a lead country

Question 7

define marketing, operations, and HR

Answer 7

1.Marketing: move from tactical to innovative and strategic

2.Operations: move from reactive/cost oriented to focused, innovative, well coordinated with marketing and HR

3.Human Resources: move from tight control of low-cost workers to quality of employees as strategic advantage

Question 8

what are marketing, operations and hr functions

Answer 8

*Marketing Function
–Target “right” customers and build relationships
–Offer solutions that meet their needs
–Define quality package with competitive advantage

*Operations Function
–Create, and deliver specified service to target customers
–Adhere to consistent quality standards
–Achieve high productivity to ensure acceptable costs

*Human Resource Function
–Recruit and retain the best employees for each job
–Train and motivate them to work well together