From the course: Global Strategy
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Prioritizing across country markets
- If your company or one of your business units is starting its global journey, how would you decide where to go first? For companies in highly global industries, such as semi conductors, social media, mobile gaming apps, the answer is easy. You're global from day one. Customers everywhere can access or buy your products and services from a central location. Most industries, however, are not so global. In fact, some, such as discount retailing and cement, are highly multidomestic. For companies in these industries, rapid globalization can be very dangerous. They would take on far more complexity than they can handle, and the risk would be very high that they fail simultaneously in a large number of countries. How should companies set priorities across country markets? The answer depends on two factors, the strategic importance of the market and the firm's ability to exploit that market. The strategic importance of a…
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