Professional Documents
Culture Documents
Stratma Compilation Finals 132 269
Stratma Compilation Finals 132 269
Corporate-Level Strategies
Strategic Management
Learning Objectives
After reading this chapter, you should be able to understand and articulate answers to the
following questions:
→ What is corporate-level strategy and how does it differ from business-level
strategy?
→ What is vertical integration and what benefits can it provide?
→ What are the three types of diversification and when should they be used?
→ What are four methods that a firm can use to implement its corporate strategy?
→ Why and how might a firm retrench or restructure?
→ What is portfolio planning and why is it useful?
8.1 Introduction
Introduction
→ The preceding chapters focused on generic business-level, also
referred to as generic competitive strategy: how firms compete
head-to-head on products and services they offer.
→ The intent is to develop strategies that provide a competitive
advantage, so that buyers will purchase what a business has to offer
instead of purchasing from a competitor. However, there are three
types of strategy: business-level, corporate-level, and international
strategy.
8.2 Corporate-Level Strategy
Defined
Business and Corporate Level Strategy
• Business-level strategy deals directly with how a firm
competes in the marketplace. How does the firm get buyers to
purchase their products and services as opposed to those of
their competitors?
• Corporate-level strategy considers issues at a broader level
of analysis. The word “corporate” does not refer to the legal
entity of a corporation, but to the level of strategy higher than
direct head-to-head competition.
8.3 Diversification
There are three types of diversification:
1. Related Diversification — Diversifying into business lines
in the same industry; Volkswagen acquiring Audi is an
example.
2. Unrelated Diversification — Diversifying into new
industries, such as Amazon entering the grocery store
business with its purchase of Whole Foods.
3. Geographic Diversification — Operating in various
geographic markets, which is the corporate strategy of
Starbucks, Target, and KFC.
Horizontal Integration: Mergers and Acquisitions
• Horizontal integration refers to pursuing a diversification strategy by
acquiring or merging with a rival. The term merger is generally used
when two similarly sized firms are integrated into a single entity. In
an acquisition, a larger firm purchases and absorbs a smaller firm.
Vertical Integration Strategies
• A firm gets involved in new portions of the
value chain. This approach can be very
attractive when a firm’s suppliers or buyers
have too much power over the firm and are
becoming increasingly profitable at the firm’s
expense.
• Firms can pursue vertical integration on their
own, such as when Apple opened stores
bearing its brand, or through a merger or
acquisition, such as when eBay purchased
PayPal.
Backward Vertical Integration
• A backward vertical integration strategy involves a firm moving back
along the value chain and entering a supplier’s business.
Forward Vertical Integration
• A forward vertical integration
strategy involves a firm
moving further down the
value chain to enter a
buyer’s business.
8.4 Implementing Corporate
Strategy
Implementing Corporate Strategy
→ There are various ways that a firm can implement their corporate
diversification strategy. These are:
→ Internal Development - means the company develops and launches
the new business themselves.
→ Strategic Alliance - is a mutually beneficial relationship between two
organizations, usually governed through a contractual agreement.
→ Joint Venture - a new company is always formed
→ Merger and Acquisition - A merger is between two companies of
similar size and are less common. Acquisitions occur when one
company buys another
8.5 Strategies for Getting
Smaller
Strategies for Getting Smaller
1. International
2. Multi-domestic
3. Global
4. Transnational
International Strategy
• Firms pursuing an international
strategy are neither concerned
about costs nor adapting to the
local cultural conditions. They
attempt to sell their products
internationally with little to no
change.
Multi-Domestic Strategy
• A firm using a multi-
domestic strategy does not
focus on cost or efficiency
but emphasizes
responsiveness to local
requirements within each of
its markets
Global Strategy
• A firm using a global
strategy sacrifices
responsiveness to local
requirements within each of
its markets in favor of
emphasizing lower costs
and better efficiency.
Transnational Strategy
• A firm using a transnational strategy
seeks a middle ground between a
multi-domestic strategy and a global
strategy.
• In France, for example, wine can be
purchased at McDonald’s.
• In Saudi Arabia, McDonalds serves a
McArabia Chicken sandwich, and its
breakfast menu features no pork
products like ham, bacon, or sausage
9.5 Drivers of Success and Failure When
Competing in International
Markets
International arena is shaped by four factors
• Exporting involves
creating goods within a
firm’s home country and
then shipping them to
another country.
Exporting
• Exporting involves
creating goods within a
firm’s home country and
then shipping them to
another country.
Licensing
• Licensing involves
granting a foreign
company the right to
create a company’s
product within a foreign
country in exchange for a
fee.
Franchising
→ Michael Porter and Mark Kramer suggest that instead of CSR, wise
corporations are shifting to a Creating Shared Value (CSV) model that
argues that firms should address social issues by creating shared value,
which is fundamentally focused on expanding the total pool of social and
economic resources.
→ Creating shared value (CSV) is a business strategy that creates a direct
link between the success of the firm and the improvement of society.
→ A key differentiating detail is the explicit focus of CSV in generating positive
economic outcomes through its strategic investments
Measuring Corporate Social Performance
→ Sometimes companies and the individuals in those companies cross the line
and commit acts that are unethical, immoral, or illegal.
→ Society has attempted to erect barriers to prevent these activities from
happening by passing laws and regulations, expecting a strict code of ethics
and conduct, and providing measures of a firm’s social contribution.
→ Firms committed to ethical business practices must start by recognizing that
just because an action is legal, it does not mean it is ethical.
→ Will companies stick to their core values statements when ethical decision
making gets tough? Some of these questions are explored below.
Stakeholder Considerations
→ Companies entering this market have used the strategy of “low price, low
margins, high volumes” in attempts to gain profitability, but this strategy
required appropriately 30% market penetration to be successful.
1. Offshoring - As US wages increased, and with improvements in communications and
transportation, many US companies offshored their activities, with US firms setting up their
call centers abroad, along with IT services and even accounting services. The ethical
question is, “Is offshoring ethical?”
2. Environment/Climate Change/Sustainability - as regulations are loosened, others believe
it contributes to increased pollution, poorer human health, and global warming with all its
implications for drought, rising sea levels, and loss of animal and plant species.
3. Global Economic Inequality - the increase in global trade, particularly in commodities
produced by poorer countries. COVID-19 caused economic activity to decline world wide,
and employment in poorer countries dropped off considerably.
Question 1
2 / 2 pts
The firm will resort fo offshoring to take advantage of much lower overhead
costs.
Correct!
Correct Answers
TRUE
Question 2
2 / 2 pts
Which of the following involves a friendly takeover?
Correct!
White Knight
Golden Parachute
Greenmail
Shark Repellant
Question 3
0 / 2 pts
The firm will only start performing CSR activities, once profits would come in.
You Answered
Correct Answers
TRUE
Question 4
2 / 2 pts
Clan control which often revolve around shared values and team spirit is
usually seen in
individuals
subordinates
employees
Correct!
fraternities
Question 5
2 / 2 pts
According to Milton Friedman, the first obligation of any firm would be to its
stockholders.
Correct!
Correct Answers
TRUE
Question 6
2 / 2 pts
As government regulations are loosened, it often leads to the following
drawbacks except
pollution
poor health and safety
global warming
Correct!
quality of life
Question 7
0 / 2 pts
Concern for the environment falls under what among the triple bottom line?
Profit
Correct Answer
Planet
People
You Answered
Plant
Question 8
0 / 2 pts
Which is not a role of the Board of Directors?
You Answered
setting CEO pay
advising in strategic issues
awareness of relevant laws
Correct Answer
decides on corporate problems
Question 9
2 / 2 pts
Which of the following offers the organization fresh ideas which is a result of
brainstorming activities?
Correct!
Quality Circles
Sensitivity Training
Management by Objectives
Strong Culture
Question 10
2 / 2 pts
Which is not a primary concern in choosing the right form of business?
taxes
liability of owners
ease of operating the entity
Correct!
CSR activities
Question 11
2 / 2 pts
Which of the following is not a type of organizational control system?
Output Control
Clan Control
Behavioral Control
Correct!
Strategic Control
Question 12
2 / 2 pts
Corporate Sustainability Responsibility helps a company be socially
accountable, to itself, to its stakeholders and to the public.
Correct!
Correct Answers
SUSTAINABILITY-SOCIAL
Question 13
2 / 2 pts
CEO duality exists when a person could receive a personal benefit from
decisions they make in their official capacity.
You Answered
Correct Answers
CEO DUALITY-CONFLICT OF INTEREST
Question 14
2 / 2 pts
The shareholder is the owner of which form of business?
All of these
Sole Proprietorship
Partnership
Correct!
Corporation
Question 15
2 / 2 pts
Which of the following will gain a positive score in the corporate social
performance of a firm?
single use plastics
massive layoffs
Correct!
diverse workforce
questionable product quality
Question 16
2 / 2 pts
When investing, investors are often advised, to buy low and sell high.
Correct!
Correct Answers
TRUE
Question 17
2 / 2 pts
A white knight invades the firm by purchasing its stocks.
You Answered
Correct Answers
WHITE KNIGHT- CORPORATE RAIDER
Question 18
2 / 2 pts
If the firm wants to be agile, then a functional structure should be used.
Correct!
Correct Answers
FUNCTIONAL-BOUNDARYLESS
Question 19
4 / 4 pts
Correct!
only one boss
Unity of Command
Correct!
subordinate
Vertical Linkage
Other Incorrect Match Options:
Informal Linkage
Division of Labor
Horizontal Linkage