"Global strategy and Globalization in emerging markets"

Résumé du document

Organizational culture, like national culture, is an iceberg, with some elements above water and others submerged. Elements above water are not only more visible, but easier to understand. Elements below water are difficult to observe and are more important for understanding culture because they are foundations of the culture. In addition, while elements above water are amenable to change, submerged elements are either resistant or slow to change. Several differences between national and organizational culture modify the iceberg metaphor. Firstly, organizational culture is less comprehensive than national culture, as the range of values and underlying assumptions of organizations are narrower. Secondly, organizational culture is more self-contained than national culture. Finally, organizational culture is more manageable than national culture. For example the selection, training and also reward structure for employees restricts the variability of its members and constructs a comprehensive set of values and norms that the management controls. Whether a company should be globalized, and how to go about doing so, have become two of the most burning strategic issues for managers around the world.

Extraits

[...] The market participation Advantage of a global strategy Part II) Strategies in emerging markets What is an Emerging market? An opportunity Competitive drivers More than one strategy is viable Part III) The Renault-Nissan example: Leading for global success Conclusion Introduction An image of an organizational culture, like a national culture, is an iceberg, with some elements above water and others submerged. Elements above water are not only more visible, but easier to understand. Elements below water are difficult to observe and more important for understanding the culture because they are foundations of the culture. [...]

[...] Many forces are driving companies around the world to globalize by expanding their participation in foreign markets. Almost every single product in the major world economies likes computers, food, cars and electronics have foreign competitors. Trade barriers are also falling. Maturity in domestic markets is also driving companies to seek international expansion. We can say it is particularly true for the US companies, nourished by the US market. Companies are also seeking to globalize by integrating their worldwide strategy. Such global integration contrasts with the multinational approach, the multinational model is now in question. [...]

[...] A well prepared global strategy can really help companies to make cost savings and gain lots of competitive advantages. We can pick up the most important points: The strategy, the efficiency with cost saving and the economies of scale with more clients and markets or extended life cycle of the products. With a global strategy, a firm can learn about the new environments and find a new market approach and develop the corporate culture and the reputation. The firm can diversify the risks like wars or earthquakes. Not depend on only one market. [...]

[...] Part Global strategy and multidomestic strategy in a globalized world market What is a global strategy? Setting a strategy for a worldwide business requires making choices along a number of strategic dimensions. A multidomestic strategy seeks to maximize worldwide performance by maximizing the local competitive advantages, revenues and profits. global strategy approach and the globalization of business activities are encouraged by a number of perceived potential benefits and advantages. Yip (1992) mentions four drivers of globalization. The global strategy approach may improve the access to market drivers such as common customer needs, global customers, global channels, transferable marketing, and leading markets. [...]

[...] The emerging markets are attractive because since 10 years, a huge number of economic liberalization rules have appeared in this market. The end of the cold war and a new business culture in China with the communist party or government changes the economics rules. When customers in different countries want essentially the same type of product or service, opportunities arise to market a standardized product. But it can be done only by understanding which aspect of the product can be standardized. Competitive drivers: Market, cost and governmental globalization drivers are essentially fixed for an industry. [...]