BU288 Lecture 19: Bu288 lesson 19
Document Summary
The differences in tastes and preferences are not that huge anymore - the world is getting flatter = the result; more and more global brands (they meet our general preferences. 1 usa: big mac - different varieties, chicken in india, fish in spain etc. Strategy of the firm (international business strategy: the environment strongly influences what kind of strategy the firm should use. Structure of the firm (its organization: the environment and strategy strongly influence what kind of structure and organization the firm should use.
