Leverage
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1.Leverage: is simply some type of advantage that a company enjoys by virtue of
the fact that it conducts business in more than one country.
Four important types of leverage
(1)Experience transfers
A global company can leverage its experience in any market in the world. It can draw on management practices, strategies, products, advertising appeals, or sales or promotional ideas that have been tested in actual markets and apply them in other comparable markets.
(2)Scale economies
The global company can take advantage of its greater manufacturing volume to obtain traditional scale advantages within a single factory.
(3)Resource utilization
A major strength of the global company is its ability to scan the entire world to identify people, money, and raw materials
(4)Global strategy
A global strategy is built on an information system that scans the world business environment to identify opportunities, trends, threats, and resources.
2.Globalization: standardizes products to generate the maximum economies of scale,
on the assumption that they are meeting universal needs which exist regardless of national difference
3.Localization: treats every national market as different, tailoring all aspects of the
marketing mix to local conditions because of significant variation between countries
4.Glocalization: Products and marketing activities are standardized wherever
possible, but adapted where necessary within a uniform format to meet local needs.
pany management can be classified in terms of its orientation toward the
world.
(1)Ethnocentric orientation
Characteristic of domestic & international companies
Opportunities outside the home market are pursued by extending various elements of the marketing mix
The products that succeed in the home country are superior, so can be sold everywhere without adaptation.
(2)Polycentric orientation
Characteristic of multinational companies
Marketing mix is adapted by autonomous country managers.
Each subsidiary develops its own unique business and marketing strategies in order to succeed.
(3)Regiocentric/Geocentric orientation
Characteristic of global & transnational companies
Marketing opportunities are pursued by both extension & adaptation strategies in global markets. Management views regions as unique and seeks to develop an integrated regional strategy.
Management views the entire world as a potential market and strives to develop integrated world market strategies.。