Chapter 6 2 Imagine you were the CEO of a major company What

Chapter 6

2. Imagine you were the CEO of a major company. What approach to global competition would you choose for your firm: international, multinational, global, or transnational? Why?

5. If you had entered into a joint venture with a foreign company but knew that women were not treated fairly in that culture, would you consider sending a female expatriate to handle the start-up? Why or why not?

Solution

Answer: (1) I will take a multinational approach. In this approach the marketers are focussed on adapting their products to the local needs and requirements. This increases the local acceptance of the products and makes them more competent for fighting the competition from both local and international competitors. Therefore adopting the multinational strategy is the most feasible approach to fighting the global competition.

(2) Yes I will consider sending women as an expatriate to handle this situation. Diversity is essential for sustainability and if it cannot be maintained and developed then the business organizations tend to suffer because of lack of sustainability. Not having females in the organizations limits the talent pool hence for long term it is important that the diversity is created in the joint venture. To start this I will send a female expatriate so that a change can be brought in the existing mindset in this joint venture.