Strategic Management

CHAPTER 8

Global Strategy: Fundamentals 

Introduction

To create a global vision, a company must carefully define what globalization means for its particular businesses. This depends on the industry, the products or services, and the requirements for global success. For Coca-Cola, it meant duplicating a substantial part of its value creation process—from product formulation to marketing and delivery—throughout the world. Intel’s global competitive advantage is based on attaining technological leadership and preferred component supplier status on a global basis. For a midsize company, it may mean setting up a host of small foreign subsidiaries and forging numerous alliances. For others, it may mean something entirely different. Thus, although it ...