Globaal gaan of niet?

Veel bedrijven moeten beslissen of ze mee willen in de globalisering van markten. Moet een bedrijf een wereldwijde speler worden of niet? Om een weloverwogen beslissing te nemen moet een manager volgens Shilpa Kamath over 5 aspecten nadenken:

1. Identify Strategic business unit to audit: This step involves identifying the particular business unit for which the company is planning for globalisation.
2. Evaluate industry potential for globalisation: Market forces determine the customers’ receptivity to a global product; economic factors determine whether pursuing a global strategy can provide a cost advantage; environmental factors show whether the necessary supporting infrastructure is there; and competitive factors pro¬vide a spur to action.
3. Evaluate current extent of globalization: The current extent of globalization of SBU under study is evaluated from five dimensions such as market participation, product standardization, activity concentration, marketing uniformity and integration of competitive moves. .
4. Identify strategic need for change in the extent of globalisation: From the previous analysis, a firm’s extent of globalisation is compared with the industry potential. In case the firm’s extent of globalisation is less than industry potential, there is a need for global strategy for that firm. Then the next issue would be to check whether the firm has the internal ability to implement such global strategy.
5. Evaluate organisational factors: Organisational factors can support or undercut a business’s attempt to globalise. Therefore, taking a close look at how the organisation will affect the relative difficulty of globalisation is essential. Four factors affect the ability of an organisation to develop and implement global strategy:
1) organisation structure,
2) man¬agement processes,
3) people
4) culture