Join Anil Gupta for an in-depth discussion in this video Entry strategy: Building a defensible beachhead, part of Global Strategy.
- The idea of starting with a defensible beachhead…is particularly relevant when figuring out how to enter…a large and complex market which is strategically important,…but the risks of failure are high.…This is particularly the case for many companies…contemplating entry into markets such as China,…India, Brazil, Germany, or even the United States.…Large strategic markets are too big, too complex,…too diverse for a broad brush attack.…
They also tend to be brutally competitive.…Entering such markets with all product lines…targeted at all market segments guarantees that the company…is taking on too much complexity too soon.…A broad brush attack also prevents the company…from making smaller, less costly mistakes…that it could learn from before expanding…the scale and scope of market entry.…
A much smarter approach is to identify…and occupy a beachhead that offers the best…potential for early success and can serve…as a launching pad for deeper market penetration.…Take the case of McCormick's entry strategy for China.…
This course is aimed at helping managers learn how to maximize the benefits while minimizing the costs and risks associated with global expansion. Anil K. Gupta, Michael Dingman Chair in Strategy and Globalization at The University of Maryland's Smith School, and one of the world's leading experts on global strategy, outlines the logic of global strategy and the questions you need to address in order to globalize your company's market presence and leverage global resources.
Lynda.com is a PMI Registered Education Provider. This course qualifies for professional development units (PDUs). To view the activity and PDU details for this course, click here.
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- Why go global?
- Prioritizing across the world's markets
- Designing entry strategies
- Frugal innovation
- Leveraging global resources
- Cultivating a global mindset