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Chapter 7
Chapter 12
Strategy in the MNE
Strategy in the multinational enterprise (MNE) is the process of formulating and implementing plans to
achieve the MNE's goals and objectives. It involves making decisions about how to allocate resources,
compete in different markets, and integrate operations across different countries.
MNE strategy is complex and challenging, as MNEs must operate in a variety of different environments and
face a range of different risks. However, there are a number of key principles that can guide MNEs in
developing and implementing effective strategies.
One key principle is that MNEs should leverage their unique resources and capabilities to achieve a
competitive advantage in the global market. This may involve developing new products and services,
entering new markets, or acquiring complementary businesses.
Another key principle is that MNEs should adapt their strategies to the specific conditions of each market in
which they operate. This includes tailoring their products and services to local preferences, and complying
with local laws and regulations.
Finally, MNEs need to be able to integrate their operations across different countries in order to achieve
efficiency and effectiveness. This involves developing common systems and processes, and transferring
knowledge and expertise between different subsidiaries.
Here are some specific examples of MNE strategies:
• Globalization strategy: This strategy involves developing a standardized product or service that can
be sold in all markets around the world. This strategy can be effective for MNEs with products that
have a universal appeal, such as Coca-Cola or McDonald's.
• Localization strategy: This strategy involves adapting products and services to the specific needs and
preferences of each local market. This strategy can be effective for MNEs with products that are
sensitive to local culture or regulations, such as food and beverage products.
• Transnational strategy: This strategy involves combining the benefits of globalization and
localization by developing products and services that can be adapted to the specific needs of different
markets. This strategy can be effective for MNEs with products that have a universal appeal but also
need to be customized to local markets, such as automobiles or pharmaceuticals.
The best MNE strategy for a particular company will depend on a number of factors, including the nature of
its products and services, the markets in which it operates, and its competitive landscape. However, by
following the key principles of MNE strategy, companies can increase their chances of success in the global
market.
How to gain core competency by using integrated cost leadership / differentiation strategy?
Gaining core competency through an integrated cost leadership and differentiation strategy, often referred to
as a "hybrid strategy" or "cost leadership with a differentiation focus," involves combining elements of both
cost leadership and differentiation to achieve a unique and sustainable competitive advantage. Here's how to
implement this integrated strategy effectively:
1. Market Analysis and Segmentation:
• Conduct a thorough analysis of your target market to identify customer segments that value a
combination of lower costs and differentiated features or attributes in products or services.
2. Value Chain Analysis:
• Analyze your organization's value chain to identify opportunities for cost reduction while also
pinpointing areas where differentiation can be introduced. Focus on activities that can be streamlined,
optimized, or made more efficient.
3. Product/Service Design and Innovation:
• Develop products or services that offer a compelling combination of unique features and competitive
prices. Innovate to create differentiated products while simultaneously looking for cost-effective ways to
manufacture or deliver them.
4. Customization and Personalization:
• Offer customization options to allow customers to tailor your products or services to their preferences.
This can enhance differentiation while still maintaining cost-effective production processes.
5. Quality and Efficiency:
• Maintain a strong commitment to quality and operational efficiency. Strive for high-quality products or
services while continuously seeking ways to reduce production costs.
6. Strategic Sourcing and Supply Chain Management:
• Optimize your supply chain to reduce costs while ensuring a reliable and efficient flow of materials and
components. Negotiate favorable terms with suppliers and consider long-term partnerships.
7. Economies of Scale:
• Leverage economies of scale to drive down unit costs. Increased production volumes can lead to lower
production costs while allowing for greater investment in differentiation.
8. Pricing Strategy:
• Develop a pricing strategy that reflects your dual focus on cost leadership and differentiation. Consider
offering tiered pricing options to cater to different customer segments.
9. Marketing and Branding:
• Build a brand identity that communicates your ability to offer both value and differentiation. Use
marketing messages that highlight your unique features and competitive pricing.
10. Continuous Improvement:
• Foster a culture of continuous improvement within your organization. Encourage employees to identify
opportunities for cost savings and innovation while maintaining product or service quality.
11. Customer Feedback and Adaptation:
• Collect and analyze customer feedback to ensure your offerings align with their evolving needs and
preferences. Be responsive to changing market conditions and adapt your strategy accordingly.
12. Employee Training and Engagement:
• Invest in employee training and development to build the skills and capabilities needed to support both
cost reduction and differentiation efforts. Engaged and skilled employees can contribute to innovation
and operational excellence.
13. Monitoring and Evaluation:
• Regularly assess the performance of your integrated strategy by tracking key performance indicators
(KPIs) related to cost, quality, customer satisfaction, and financial results. Adjust your strategy based on
performance data.
14. Risk Management:
• Be mindful of potential risks associated with an integrated strategy, such as the challenge of balancing
cost reduction with innovation. Have contingency plans in place to mitigate these risks.
Gaining core competency through an integrated cost leadership and differentiation strategy requires careful
planning, effective execution, and a commitment to balancing both cost efficiency and value creation.
Success in this approach can lead to a unique market position and a sustainable competitive advantage.
Here are some specific examples of how companies have used the integrated cost leadership/differentiation
strategy to gain core competency:
• Southwest Airlines: Southwest Airlines has used its efficient operations and low-cost structure to
offer lower fares than its competitors. Southwest has also differentiated itself by offering a fun and
unique customer experience.
• IKEA: IKEA has used its efficient supply chain and low-cost manufacturing to offer high-quality
products at affordable prices. IKEA has also differentiated itself by offering a unique shopping
experience and a wide range of products for home furnishings.
• Toyota: Toyota has used its lean manufacturing principles to eliminate waste and improve efficiency
in its production process. Toyota has also differentiated itself by focusing on quality and product
reliability.
It is important to note that the integrated cost leadership/differentiation strategy is not without its challenges.
Companies that pursue this strategy need to be very careful to balance their focus on cost and differentiation.
They also need to be prepared to invest heavily in both areas.
Competitive Advantage Cost leadership and efficiency Meeting local customer demands
These differences reflect the contrasting priorities and strategies pursued by multinational enterprises when
operating in multiple countries and regions. Balancing these dimensions effectively is crucial for the success
of multinational businesses, as they navigate global markets while remaining responsive to local conditions
and customer preferences.
Chapter 20
Which is the best MNE’s staffing policy between Ethnocentric, Polycentric and Geocentric?
The choice between ethnocentric, polycentric, and geocentric staffing policies for a Multinational Enterprise
(MNE) depends on various factors, including the company's goals, the nature of its operations, the cultural
context of the host countries, and the stage of international expansion. There is no one-size-fits-all answer,
and the best staffing policy can vary from one MNE to another. Let's briefly explore each staffing policy and
its suitability in different situations:
1. Ethnocentric Staffing:
• Definition: Ethnocentric staffing involves filling key positions in foreign subsidiaries with employees
from the parent company's home country. The assumption is that home country employees have the
necessary expertise and experience.
• Suitability: Ethnocentric staffing is often used in the early stages of international expansion when the
parent company wants to maintain strict control over operations. It may be suitable when there's a
lack of qualified local talent, the host country's culture is similar to the home country's, or when the
parent company's knowledge and practices are superior.
2. Polycentric Staffing:
• Definition: Polycentric staffing involves hiring local employees to fill key positions in foreign
subsidiaries. This approach recognizes that local employees understand the local culture, market, and
regulations better.
• Suitability: Polycentric staffing is typically suitable in situations where there are significant cultural
and market differences between the home country and the host country. It can help the MNE adapt to
local conditions, navigate local regulations, and build strong relationships with local stakeholders.
3. Geocentric Staffing:
• Definition: Geocentric staffing seeks to identify the best talent globally, regardless of nationality, for
key positions in foreign subsidiaries. This approach aims to place employees in roles based on their
skills and qualifications, rather than their nationality.
• Suitability: Geocentric staffing is often seen as the most versatile and suitable for mature MNEs that
operate in diverse global markets. It allows the MNE to tap into a global talent pool, promote
diversity, and place the most qualified individuals in key roles.
The "best" staffing policy for an MNE can change over time as the company evolves, faces new challenges,
and enters different markets. It's also common for MNEs to use a combination of these staffing policies,
known as the "ethno-poly-geo" approach, where they might use ethnocentric staffing for certain roles,
polycentric for others, and geocentric for higher-level positions.
Ultimately, the choice of staffing policy should align with the MNE's strategic goals, cultural context, and
the specific demands of the markets in which it operates. It's important for MNEs to regularly assess and
adapt their staffing policies to remain competitive and responsive to changing global conditions.
Direct Investment
Appropriability
Appropriability refers to a firm's ability to capture and retain the benefits or profits generated from its
investments in innovation, research and development (R&D), or other valuable assets. In essence, it's the
extent to which a company can protect and safeguard its intellectual property, innovations, and competitive
advantages from being imitated or taken by others, including competitors. Appropriability is a crucial
concept in business strategy, particularly in industries where innovation and intellectual property play a
significant role.
Why companies collaborate?
Companies collaborate for a variety of reasons, and collaborative strategies are an integral part of modern
business practices. Collaboration involves working with other organizations, firms, or individuals to achieve
shared goals, solve problems, and create value. Here are some of the primary reasons why companies
engage in collaboration:
• To share resources and expertise. Companies can collaborate to share resources and expertise, such
as technology, knowledge, and skills. This can help companies to reduce costs, improve efficiency,
and develop new products and services.
• To expand into new markets. Companies can collaborate to expand into new markets. This can help
companies to reach new customers, increase sales, and diversify their revenue streams.
• To develop new products and services. Companies can collaborate to develop new products and
services. This can help companies to meet the needs of their customers and to stay ahead of the
competition.
• To improve efficiency and reduce costs. Companies can collaborate to improve efficiency and reduce
costs. This can be done by sharing resources, streamlining processes, and eliminating duplication of
effort.
• To gain access to new technologies. Companies can collaborate to gain access to new technologies.
This can help companies to develop new products and services, improve their efficiency, and reduce
their costs.
Here are some specific examples of how companies collaborate:
• Joint ventures: Two or more companies can form a joint venture to work on a specific project or to
operate in a specific market. For example, General Motors and Toyota formed a joint venture to
develop and produce fuel cell vehicles.
• Strategic alliances: Companies can form strategic alliances to share resources and expertise, to
develop new products and services, or to expand into new markets. For example, Apple and Samsung
have a strategic alliance in which they share patents and licensing agreements.
• Supply chain partnerships: Companies can collaborate with their suppliers to improve efficiency and
reduce costs. For example, Walmart and its suppliers collaborate to develop efficient supply chain
processes and to reduce food waste.
• Research and development partnerships: Companies can collaborate on research and development
projects to develop new technologies and products. For example, Google and IBM are collaborating
on research and development in the field of artificial intelligence.
Collaboration can be a powerful tool for companies of all sizes. By collaborating with other companies,
companies can share resources and expertise, expand into new markets, develop new products and services,
improve efficiency, and reduce costs.