CHAPTER 18

Multinational and global strategy

This chapter shows the forces that are making more and more industries take a global view, both of their competitors and of the geographical arena in which they operate. The drivers for globalisation are examined, and the argument is made that globalisation is a strategic decision: it does not just happen. A method to compare whether the company is operating in accord with the pressures for globalisation is described. However, there is more to operating across country borders than taking a global view. Another aim of the chapter is to consider some of the issues in the management of multinational undertakings that affect the design of strategic management processes and the strategic decisions themselves. ...

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