Bartlett & Ghoshal Model

    Cards (11)

    • What is the Bartlett & Ghoshal model 

      It indicates the strategic options for businesses wanting to manage their international operations based on two pressures: local responsiveness & global intergration.
    • global in the model
      low pressure for local responsiveness, high pressure for global integration
    • transnational in the model
      high pressure for local responsiveness, high pressure for global integration.
    • international in the model
      low pressure for local responsiveness, low pressure for global integration.
    • multi-domestic in the model
      high pressure for local responsiveness, low pressure for global integration
    • what is the force for local responsiveness 

      . do customers in each country expect the product to be adapted to meet local requirements.
      . do local (domestic competitors) have an advantage based on their ability to be more responsive.
    • what is the force for global integration ?

      . how important is standardisation of the product in order to operate efficiently (e.g economies of scale).
      . is consistent global branding required in order to achieve international success?
    • global strategy: key features 

      . highly centralised
      . focus on efficiency
      . little sharing of expertise
      . standardised products
    • Transnational strategy: key features 

      Complex o achieve
      aims to maximise local responsiveness bust also gain benefits from global integration
      wide sharing of expertise
    • international strategy 

      aims to achieve efficiency by focusing on domestic activities
      international operations are largely managed centrally
      relatively little adaption of product to local needs.
    • multi-domestic strategy: key features 

      aims to maximise benefits of meeting local market needs through extensive customisation.
      decision-making decentralised
      local businesses treated as separate businesses
      strategies for each country