The book's description of the four types of strategies paints a fairly clear distinction between each. Unfortunately, it is not necessarily so easy to clearly define the position of any one firm. This can become clear by one of the following exercises:
- Looking at the web sites of firms mentioned in the text (e.g., IKEA www.ikea.com, GM www.gm.com, McDonald's www.mcdonalds.com, P&G www.pg.com) can help you obtain a greater understanding of their international operations and strategy. Find out the necessary information to classify a well-known firm as employing one of the four strategy types. Cite specific information to justify why the firm should be categorized in one way, and not categorized in others.
- Or, explore how a firm's international strategy has changed over time. Remember that the oil industry was once very local, whereas retailing was once global (East India Company and the Hudson Bay Company).
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