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Chapter 14 - Global strategies. This chapter presents the following content: Motivations underlying global strategies, standardization vs. customization, expanding the global footprint, strategic alliances, global marketing management. | Chapter 14 - Global Strategies PPT 14- Global Strategies Chapter Fourteen A Global Strategy Global perspective to realize Synergies Economies of scale Strategic flexibility Opportunities to leverage insights, programs and production economies Chapter 14 - Global Strategies PPT 14- Global Brand Associations Access Low-Cost Labor/Materials Access National Investment Incentives Cross- Subsidization Access Strategically Important Markets Dodge Trade Barriers Obtaining Scale Economies Figure 13.1 Global Strategy Motivations Global Strategies Standardization Leverage great branding and marketing Economies of scale Better resources are available Easier to manage brands Standardization Not Always Optimal Market share positions Government contexts Brand images Customer motivations & responses Distribution channels Local heritage Preempted position Goal is Not standardization but Strong brands Global brand management to create global strategies Expanding the Global Footprint A strong . | Chapter 14 - Global Strategies PPT 14- Global Strategies Chapter Fourteen A Global Strategy Global perspective to realize Synergies Economies of scale Strategic flexibility Opportunities to leverage insights, programs and production economies Chapter 14 - Global Strategies PPT 14- Global Brand Associations Access Low-Cost Labor/Materials Access National Investment Incentives Cross- Subsidization Access Strategically Important Markets Dodge Trade Barriers Obtaining Scale Economies Figure 13.1 Global Strategy Motivations Global Strategies Standardization Leverage great branding and marketing Economies of scale Better resources are available Easier to manage brands Standardization Not Always Optimal Market share positions Government contexts Brand images Customer motivations & responses Distribution channels Local heritage Preempted position Goal is Not standardization but Strong brands Global brand management to create global strategies Expanding the Global Footprint A strong core Repeatable formula Customer differentiation that travels Industry economics Which Countries? Market attractiveness Can the firm add value? Competition? Critical mass be achieved? Chapter 14 - Global Strategies PPT 14- Strategic Alliances Motivations for Strategic Alliances Generate scale economies Gain access to strategic markets Overcome trade barriers Fill out a product line to serve market niches Gain access to a needed technology Use excess capacity Gain access to low-cost manufacturing capabilities Access a name or customer relationship Reduce the investment required Chapter 14 - Global Strategies PPT 14- Key Learnings A global strategy considers and exploits interdependencies between operations in different countries. Among the motivations driving globalization are obtaining scale economies, accessing low-cost labor or materials, taking advantage of national incentives to cross-subsidize, dodging trade barriers, accessing strategic markets, enhancing firm innovation, .
