Bartlett & Ghoshal

• What is the focus of Bartlett and Ghoshal's model?

  How businesses conduct their international strategy
• What are the two pressures businesses face in international markets?

  Local market needs and global integration
• What does the pressure for local responsiveness entail?

  Meeting specific customer requirements in markets
• Why is local responsiveness important for multinational businesses?

  To compete against local or domestic competitors
• What does the pressure for global integration involve?

  Standardizing products for efficiency across countries
• How can multinationals achieve economies of scale?

  By adopting a standardized international strategy
• What are the four positions in Bartlett and Ghoshal's matrix?

  1. Global strategy
  2. Transnational strategy
  3. International strategy
  4. Multi-domestic strategy
• What characterizes a global strategy in the matrix?

  Low local responsiveness, high global integration
• What is a transnational strategy?

  High local responsiveness and high global integration
• What defines an international strategy?

  Low pressure for both responsiveness and integration
• What is a multi-domestic strategy?

  High local responsiveness with decentralized decision-making
• Which company exemplifies a global strategy?

  Pfizer
• Which company represents a multi-domestic strategy?

  Nestlé
• How does a global strategy impact product responsiveness?

  It minimizes the need for local product adaptation
• What challenge does a transnational strategy present?

  Balancing local needs with global efficiency
• What is a key feature of a multi-domestic strategy?

  Decentralized decision-making for local markets
• What is a key consideration for local responsiveness?

  Understanding local market needs
• Why might a business choose to standardize its products globally?

  To achieve operational efficiency and cost savings
• What is the role of branding in global integration?

  Consistent branding can lead to market success
• How do local competitors affect multinational strategies?

  They influence the need for local responsiveness