MGMT2101 Lecture Notes - Lecture 5: Competitive Advantage, Marketing Strategy, Information System
Document Summary
International competitive dynamics: how should the mnc organise its value activities given the industry in which it competes and the country(s) in which it is operating, what are dynamics of strategy given the institutional profile in host economies. Competitive advantage derived from global operations: a potent advantage of a mnc is. International specialisation of activities is made possible by the growing ability to coordinate and configure globally. Marketing strategy: importance for business operations & management. Adaption to local preferences: the factors that favour dispersion of value activities to many countries. Low scale economies e. g. fine dining, tailoring, hair studios. E. g. consumer finance, consumer packaged goods, news, music. High scale economies e. g. financial services, telecom, pharmaceuticals. Changing patterns of international competition: the starting point for understanding international competition is the observation that its pattern differs markedly from industry to industry. In the pattern of international competition, industries vary along a spectrum of multi-domestic to global in their competitive scope.
