The World is Spiky â Th I t ti li ti The Internationalization Process

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Cannot use knowledge from one market in another market – at least not the key knowledge that really matter when conducting business abroad?
Pressures for Local Adaptation • Diversity of local customer needs. Businesses, such as clothing and food, require significant adaptation to local customer needs. • Differences in distribution channels. Small retailers in Japan understand local customs and needs, so locally responsive MNEs use them. • Local competition. When competing against numerous local rivals, centrally-controlled MNEs will have difficulty gaining market share with global products that are not adapted to local needs. • Cultural differences. For those products where cultural differences are important, such as clothing and furniture, local managers require considerable freedom from HQ to adapt the product and marketing. • Host government requirements and regulations. When governments impose trade barriers or complex business regulations, it can halt or reverse the competitive threat of foreign firms.
Page 1 and 2: The World is Spiky - The Internatio
Page 3 and 4: Structure of seminars 1. Today: The
Page 5: Implications for business strategy
Page 9 and 10: GM’s Global Brand Hierarchy Globa
Page 11 and 12: Signs of globalization • The fina
Page 13 and 14: Probably bl not - and why not?
Page 15 and 16: International versus domestic activ
Page 17 and 18: Cultural differences • Culture re
Page 19: Differences matters • When develo
Page 23 and 24: “Lack of knowledge about foreign
Page 25 and 26: Implications • Successful foreign
Page 27 and 28: The stages model (Establishment cha
Page 29 and 30: Extensions of the original (Uppsala
Page 31 and 32: Overconfidence 0,4 Perceived knowle
Page 33 and 34: Internationalization ti ti process

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The World is Spiky â Th I t ti li ti The Internationalization Process