Strategy development in international markets:
Author : tatiana-dople | Published Date : 2025-05-24
Description: Strategy development in international markets nine strategic windows 2018 Taylor Francis Underlying assumption International marketing strategies Global industry structure Firm resources 2018 Taylor Francis Two factors impacting
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Transcript:Strategy development in international markets::
Strategy development in international markets: nine strategic windows © 2018 Taylor & Francis Underlying assumption! International marketing strategies Global industry structure Firm resources © 2018 Taylor & Francis Two factors impacting on firm strategy © 2018 Taylor & Francis Industry globality © 2018 Taylor & Francis Classification of industries © 2018 Taylor & Francis How to recognise industry structure? Multi-local/global industry structure © 2018 Taylor & Francis You will “always” find “all kinds” of players in an industry, but the emphasis shifts Multi-local Potentially global Global © 2018 Taylor & Francis Globalisation drivers Technical and safety standards Converging cultures Trade barriers customs duties Purchasing practices © 2018 Taylor & Francis Preparedness for internationalisation International organisational culture – International sales ratio – Operation mode Market share in reference market Even small companies may be global market leaders in their niche © 2018 Taylor & Francis What is your market share worth in a globalising market? (or the importance of defining your reference market) © 2018 Taylor & Francis Preparedness for internationalisation © 2018 Taylor & Francis Nine categories of firms – examples of firms in the framework Ahold Orkla Volvo Jordan France Telecom Telenor DnB Local hairdresser Nordea Nike ABB Helly Hansen Lenovo Haier Yara Deutsche Bank Dressman © 2018 Taylor & Francis The nine strategic windows Adult Adolescent Child Industry globality Preparedness for internationalisation Small specialised hi-tech firms in fex ICT, offshore, biotech, etc. Local market leaders in selected industries © 2018 Taylor & Francis Multilocal Adult Child Industry globality Preparedness for internationalisation Four categories – four strategic windows Global © 2018 Taylor & Francis Multilocal Global Industry globality Preparedness for internationalisation The relevance of theories varies Source: Solberg and Askeland 2006 High Low © 2018 Taylor & Francis
