Join Anil Gupta for an in-depth discussion in this video Local adaptation vs. global consistency, part of Global Strategy.
- The well worn proverb, when in Rome, do as the Romans do,…is a dangerous half truth.…It is true in that it calls for being sensitive…to local norms, values, preferences and other nuances.…At the same time, it is dangerous…in that it overlooks the fact that as a foreigner…you can never beat the Romans…at the fine art of being a Roman.…For multinational companies, trying to woo…and keep customers away from local competitors,…the latter truth is just as relevant as the former.…
For multinational companies,…the way to beat local competitors…is to make sure that their global advantages…will more than compensate for the fact…that they can never really…be more local than the locals.…In short, the goal for multinational companies…must always be a judicious blending…of global consistency and local adaptation…rather than one or the other extreme.…
Take the Pizza Hut chain which has been extremely successful…in both developed and emerging markets.…Pizza Hut is adamant that all outlets worldwide…use identical baking ovens to ensure…
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.
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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