Do you really have a global strategy?

Abstract

In this chapter the authors presents a new framework for assessing the nature of the worldwide challenge, uses it to analyze one particular industry, and offers their own practical guidelines for success. Understanding how the global game is played is only the first step in challenging the foreign competitor. While the pattern of cross-subsidization and retaliation describes the battle, world brand dominance is what the global war is all about. To help managers respond more effectively to challenges by foreign companies, the authors have developed a framework that summarizes the various global competitive strategies. Using this framework to analyze the world television industry, they find Japanese competitors building a global presence, RCA, GE, and Zenith of the United States defending domestic dominance, and Philips of the Netherlands and CSF Thomson of France overcoming national fragmentation. Each one uses a different complement of competitive weapons and pursues its own strategic objectives.

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