Chapte r Copyright© 2004 Thomson Learning All rights reserved 5 Multinational and Participation Strategies: Content and Formulation
Chapter
Copyright© 2004 Thomson Learning All rights reserved
5Multinational and Participation Strategies: Content and Formulation
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Learning Objectives
• Appreciate the complexities of the global-local dilemma • Understand the content of the multinational strategies• Formulate a multinational strategy• Understand the content of the participation strategies• Formulate a participation strategy
• Appreciate the complexities of the global-local dilemma • Understand the content of the multinational strategies• Formulate a multinational strategy• Understand the content of the participation strategies• Formulate a participation strategy
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Multinational Strategies: Dealing with the Global-Local Dilemma
• Local-responsiveness solution: customize to country or regional differences
• Global integration solution: conduct business similarly throughout the world
• Global-local dilemma: choice between a local-responsiveness or global approach to a multinational’s strategies
• Local-responsiveness solution: customize to country or regional differences
• Global integration solution: conduct business similarly throughout the world
• Global-local dilemma: choice between a local-responsiveness or global approach to a multinational’s strategies
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Multinational Strategies: Dealing with the Global-Local Dilemma
• Four broad multinational strategies• Multidomestic• Transnational• International• Regional
• Four broad multinational strategies• Multidomestic• Transnational• International• Regional
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Multidomestic Strategy
• Emphasizing local-responsiveness issues• Ex.: different packages, colors• Costs more to produce, need to charge higher
prices to recoup• A form of the differentiation strategy• Not limited to large multinationals
• Emphasizing local-responsiveness issues• Ex.: different packages, colors• Costs more to produce, need to charge higher
prices to recoup• A form of the differentiation strategy• Not limited to large multinationals
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Transnational Strategy
• Two goals get top priority • Seeking location advantages • Gaining economic efficiencies from operating
worldwide• Location advantages: dispersing value-chain activities
anywhere in the world where they can be done best or cheapest
• Two goals get top priority • Seeking location advantages • Gaining economic efficiencies from operating
worldwide• Location advantages: dispersing value-chain activities
anywhere in the world where they can be done best or cheapest
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Transnational Strategy (cont.)
• Global platform: country location where a firm can better perform some of its value-chain activities
• Comparative advantage: advantages of nations over other nations • No longer only available to domestic firms
• Location advantages can exist for all activities of the value chain
• Global platform: country location where a firm can better perform some of its value-chain activities
• Comparative advantage: advantages of nations over other nations • No longer only available to domestic firms
• Location advantages can exist for all activities of the value chain
Copyright© 2005 South-Western/Thomson Learning All rights reserved
International Strategy
• International strategy: selling global products and using similar marketing techniques worldwide• A compromise approach• Limited adjustment in product offerings and
marketing strategies• Upstream and support activities remain
concentrated at home country
• International strategy: selling global products and using similar marketing techniques worldwide• A compromise approach• Limited adjustment in product offerings and
marketing strategies• Upstream and support activities remain
concentrated at home country
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Regional Strategy
• Regional strategy: managing raw-material sourcing, production, marketing, and support activities within a particular region• Another compromise strategy• Attempts to gain economic advantages from
regional network• Attempts to gain local adaptation advantages from
regional adaptation
• Regional strategy: managing raw-material sourcing, production, marketing, and support activities within a particular region• Another compromise strategy• Attempts to gain economic advantages from
regional network• Attempts to gain local adaptation advantages from
regional adaptation
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exhibit 5.1: Content of the Four Basic Multinational Strategies
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Resolving the Global-Local Dilemma: Formulating a Multinational Strategy
• Selection of strategy depends on degree of globalization in an industry
• Globalization drivers: conditions in a industry that favor transnational or international strategies
• Four categories of global drivers: markets, costs, governments, and competition
• Selection of strategy depends on degree of globalization in an industry
• Globalization drivers: conditions in a industry that favor transnational or international strategies
• Four categories of global drivers: markets, costs, governments, and competition
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Global Markets
• Are there common customer needs?• Are there global customers?• Can you transfer marketing?
• Are there common customer needs?• Are there global customers?• Can you transfer marketing?
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Costs
• Are there global economies of scale?• Are there global sources of low-cost raw materials?• Are there cheaper sources of highly skilled labor?• Are product-development costs high?
• Are there global economies of scale?• Are there global sources of low-cost raw materials?• Are there cheaper sources of highly skilled labor?• Are product-development costs high?
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Governments
• Do the targeted countries have favorable trade policies?
• Do the target countries have regulations that restrict operations?
• Do the targeted countries have favorable trade policies?
• Do the target countries have regulations that restrict operations?
Copyright© 2005 South-Western/Thomson Learning All rights reserved
The Competition
• What strategies do your competitors use?• What is the volume of imports and exports in the
industry?
• What strategies do your competitors use?• What is the volume of imports and exports in the
industry?
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Competitive Advantage in the Value Chain
• Location of competitive advantage in value chain determines choice of generic strategy
• Upstream advantages: low-cost or high-quality design• Favor transnational strategy or an international
strategy• Downstream advantages: marketing, sales, service
• Favor multidomestic strategy
• Location of competitive advantage in value chain determines choice of generic strategy
• Upstream advantages: low-cost or high-quality design• Favor transnational strategy or an international
strategy• Downstream advantages: marketing, sales, service
• Favor multidomestic strategy
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Competitive Advantage in the Value Chain (cont.)
• Mixed conditions• Competitive strength downstream in industry with
strong globalization drivers• Competitive strength upstream in industries with
local adaptation pressures• Both favor regional strategies
• Mixed conditions• Competitive strength downstream in industry with
strong globalization drivers• Competitive strength upstream in industries with
local adaptation pressures• Both favor regional strategies
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exhibit 5.2: Pressures for Globalization vs. Localization
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Transnational or International: Which Way for the Global Company?
• Select a transnational over an international strategy when:• Benefits of dispersing activities worldwide offset the
costs of coordinating a more complex organization• Select an international strategy over a transnational
when:• Cost savings of centralization offset the lower costs
of higher quality raw materials/labor from worldwide locations
• Select a transnational over an international strategy when:• Benefits of dispersing activities worldwide offset the
costs of coordinating a more complex organization• Select an international strategy over a transnational
when:• Cost savings of centralization offset the lower costs
of higher quality raw materials/labor from worldwide locations
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Participation Strategies: The Content Options
• Participation strategies: the choice of how to enter each international market• Exporting• Licensing• Strategic alliances• Foreign direct investment
• Participation strategies: the choice of how to enter each international market• Exporting• Licensing• Strategic alliances• Foreign direct investment
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exporting
• Easiest way to sell a product in international market• Passive exporter: company that treats and fills
overseas orders like domestic orders• Alternatively, a company can put extensive resources
into exporting with dedicated export department
• Easiest way to sell a product in international market• Passive exporter: company that treats and fills
overseas orders like domestic orders• Alternatively, a company can put extensive resources
into exporting with dedicated export department
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Export Strategies
• Indirect exporting: uses intermediaries or go-between firms
• The most common intermediaries• Export Management Company (EMC) and Export
Trading Company (ETC)• Specialize in products, countries, or regions• Provide ready-made access to markets• Have networks of foreign distributors
• Indirect exporting: uses intermediaries or go-between firms
• The most common intermediaries• Export Management Company (EMC) and Export
Trading Company (ETC)• Specialize in products, countries, or regions• Provide ready-made access to markets• Have networks of foreign distributors
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Export Strategies
• Direct exporting: direct contact with customers in the foreign market• More aggressive exporting strategy• Requires more contact with foreign companies• Uses foreign sales representatives, distributors, or
retailers• May require branch offices in foreign countries
• Direct exporting: direct contact with customers in the foreign market• More aggressive exporting strategy• Requires more contact with foreign companies• Uses foreign sales representatives, distributors, or
retailers• May require branch offices in foreign countries
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Export Strategies (cont.)
• Channels in direct exporting• Sales representatives use the company’s
promotional literature and samples• Foreign distributors resell the products• Sell directly to foreign retailers or end users
• Channels in direct exporting• Sales representatives use the company’s
promotional literature and samples• Foreign distributors resell the products• Sell directly to foreign retailers or end users
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Licensing
• Licensing: contractual agreement between a domestic licensor and a foreign licensee
• Licenser has valuable patent, know-how, or trademark• Foreign licensee pays royalties for use
• Licensing: contractual agreement between a domestic licensor and a foreign licensee
• Licenser has valuable patent, know-how, or trademark• Foreign licensee pays royalties for use
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exhibit 5.3: Contents of a Licensing Agreement
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Special Licensing Agreements
• International franchising: the franchisor grants the use of a whole business operation
• Contract manufacturing: production following the foreign companies’ specifications
• Turnkey operation: multinational company makes a project fully operational before the foreign owner takes control
• International franchising: the franchisor grants the use of a whole business operation
• Contract manufacturing: production following the foreign companies’ specifications
• Turnkey operation: multinational company makes a project fully operational before the foreign owner takes control
Copyright© 2005 South-Western/Thomson Learning All rights reserved
International Strategic Alliances
• Cooperative agreements between firms from different countries to participate in business activities
• May include any value-chain activity
• Cooperative agreements between firms from different countries to participate in business activities
• May include any value-chain activity
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Types of International Strategic Alliances
• Equity International Joint Ventures (IJV): two or more firms from different countries have an equity position in a separate company
• International Cooperative Alliance (ICA): two or more firms from different countries agree to cooperate in any value-chain activity
• Equity International Joint Ventures (IJV): two or more firms from different countries have an equity position in a separate company
• International Cooperative Alliance (ICA): two or more firms from different countries agree to cooperate in any value-chain activity
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Foreign Direct Investment
• Companies own and control directly a foreign operation• Symbolizes the highest stage of internationalization
• Greenfield investments: starting foreign operations from scratch
• Companies own and control directly a foreign operation• Symbolizes the highest stage of internationalization
• Greenfield investments: starting foreign operations from scratch
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exhibit 5.5: World’s Top Companies Ranked by Foreign Assets
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exhibit 5.5: World’s Top Companies Ranked by Foreign Assets
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Formulating Participation Strategy
• Must take into account several issues: • Basic functions of each participation strategy• Strategic considerations and intent of company• How best to support company’s multinational
strategy
• Must take into account several issues: • Basic functions of each participation strategy• Strategic considerations and intent of company• How best to support company’s multinational
strategy
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Deciding on Export Strategy
• Does management need to control sales, customer credit, and sale of the product?• If yes, choose direct exporting
• Does company have resources to manage export operations?• If not, use indirect exporting
• Does company have resources to design/execute international promotional activities?• If not, use foreign intermediaries and indirect
exporting
• Does management need to control sales, customer credit, and sale of the product?• If yes, choose direct exporting
• Does company have resources to manage export operations?• If not, use indirect exporting
• Does company have resources to design/execute international promotional activities?• If not, use foreign intermediaries and indirect
exporting
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Export Strategy
• Does company have resources to support extensive international travel or possibly an expatriate sales force? If so, choose direct exporting.
• Does company have time and expertise to develop overseas contacts and networks? If not, rely on foreign intermediaries or indirect exporting.
• Will time and resources affect domestic operations? If not, choose direct exporting.
• Does company have resources to support extensive international travel or possibly an expatriate sales force? If so, choose direct exporting.
• Does company have time and expertise to develop overseas contacts and networks? If not, rely on foreign intermediaries or indirect exporting.
• Will time and resources affect domestic operations? If not, choose direct exporting.
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Licensing Decision
• Based on three factors• Characteristics of the products
• Best products are older or soon-to-be replaced • Characteristics of the target country
• Situation in target country• Nature of the licensing company
• Company may lack resources to go international
• Based on three factors• Characteristics of the products
• Best products are older or soon-to-be replaced • Characteristics of the target country
• Situation in target country• Nature of the licensing company
• Company may lack resources to go international
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Licensing: Disadvantages
• Gives up control• May create new competitors• Often generates only low revenues• Opportunity costs (barriers to other participation
strategies)
• Gives up control• May create new competitors• Often generates only low revenues• Opportunity costs (barriers to other participation
strategies)
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Motivations for Strategic Alliances
• Partner’s knowledge of the market• Government requirements• To share risks• To share technology• Economies of scale• Low cost raw materials or labor
• Partner’s knowledge of the market• Government requirements• To share risks• To share technology• Economies of scale• Low cost raw materials or labor
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Key Considerations for Alliances
• Could other participation strategies better satisfy strategic objectives?
• Does firm have management and capital resources to contribute?
• Can partner benefit the company’s objectives?• What is expected payoffs?
• Could other participation strategies better satisfy strategic objectives?
• Does firm have management and capital resources to contribute?
• Can partner benefit the company’s objectives?• What is expected payoffs?
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Foreign Direct Investment (FDI)
• Most experienced international firms choose FDI • Advantages
• Greater control• Lower costs of supplying host country • Avoid import quotas• Greater opportunity to adapt product to local
markets• Better local image of the product
• Most experienced international firms choose FDI • Advantages
• Greater control• Lower costs of supplying host country • Avoid import quotas• Greater opportunity to adapt product to local
markets• Better local image of the product
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Disadvantages of FDI
• Increased capital investment• Increased investment of managerial and other
resources• Greater exposure of the investment to political and
financial risks
• Increased capital investment• Increased investment of managerial and other
resources• Greater exposure of the investment to political and
financial risks
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exhibit 5.6: Advantages and Disadvantages of FDI
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exhibit 5.6: Advantages and Disadvantages of FDI
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Choosing Participation Strategy: Strategic Considerations
• Company’s strategic intent regarding profits vs. learning
• Company capabilities• Local government regulations• Characteristics of the target product and market
• Company’s strategic intent regarding profits vs. learning
• Company capabilities• Local government regulations• Characteristics of the target product and market
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Choosing Participation Strategy: Strategic Considerations (cont.)
• Geographic and cultural distance• Political and financial risk of investment• Need for control
• Geographic and cultural distance• Political and financial risk of investment• Need for control
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exhibit 5.7: The Risk versus Control Tradeoff
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exhibit 5.8: Decision Matrix for Formulating Participation Strategies
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Participation Strategies and the Multinational Strategies
• What is the strategic reason to be in the market?• Location advantages vs. market penetration
• E.g., source of raw materials, R&D, production, etc.
• A mix of participation strategies often support the basic multinational strategy
• What is the strategic reason to be in the market?• Location advantages vs. market penetration
• E.g., source of raw materials, R&D, production, etc.
• A mix of participation strategies often support the basic multinational strategy
Copyright© 2005 South-Western/Thomson Learning All rights reserved
Exhibit 5.9: Participation Strategies and the Multinational Strategies