Bartlett & Ghoshal (Strategies for International Markets)
This video provides an overview of Bartlett & Ghoshal's model of international strategy
VIDEO CHAPTERS
0:00 Introduction
0:14 How Do Multinationals Succeed in Different International Markets?
0:27 What is the Bartlett & Ghoshal Model?
0:50 The Two Forces in the Model
2:25 The Bartlett & Ghoshal Matrix
3:40 Global Strategy
4:25 Transnational Strategy
5:05 International Strategy
5:28 Multi-domestic Strategy
VIDEO SUMMARY
This video is about Bartlett and Ghoshal's international strategies.
The video explains two pressures that impact businesses in international markets: the pressure for local responsiveness and the pressure for global integration. Businesses need to decide how much to localize their products and services to meet local needs, and how much to standardize their products and services to achieve cost efficiencies.
The video then introduces a matrix that shows four different positions businesses can take based on these two pressures:
Global strategy: There is low pressure for local responsiveness but high pressure for global integration. A good example of this is Pfizer, one of the world's largest drug companies. They have global drug ranges that are produced around the world with little need to localize the product.
Transnational strategy: There is high pressure for both local responsiveness and global integration. This is a complex strategy that requires businesses to find ways to be both efficient and localized. Starbucks is a classic example of this strategy. They have adopted a very localized strategy in every market that it's operating in, but also tries to achieve those global economies of scale.
International strategy: There is low pressure for both local responsiveness and global integration. Businesses conduct their international operations largely from the center.
Multi-domestic strategy: There is high pressure for local responsiveness and low pressure for global integration. Businesses need to meet the needs of local customers and decentralize decision making. Nestle is a good example of this strategy. They have effectively set up quite highly decentralized business units around the world, each of which adopts a very specific strategy for each country.
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