IR flamework: Three often conflicting set of external Demands

-national differentiation and responsive ness

- Cross boarder integration and coordination
- worldwide innovation and learning

- branding and marketing and some aspect of operation

Transnational: responds to
high

Global: world as a local needs, global demands, cross-

single marketplace, border learning, mange as integrate
global standardized to network
meet economy of scale
(standardization)
Global Integration

International: centralized,
minimal local customization
(home replication)
Low
Multinational: overseas
markets views as a local
opportunity, customized to
local taste, manage as

decentralized (adaptation)

Low
Local Responsiveness high

1. what strategic perspective did P&G adopt since 1980?

o International perspective, they do change the packages and marketing but not
the fundamental product. They also do “semi-autonomous” subsidiary, but R&D
and product development still centralized.
2. Why did it become less viable
o Trader liberalization
o Global customer
o Fragment market regional markets
3. What strategy are they moving toward at the end of the case
o Global perspective, they try to eliminate the marketing differences between
countries, and they finally meet the economies of scale