Planning for international expansion: the link between strategy and operations
This chapter deals with operational aspects following the consideration of strategic options in Chapter 4. Key criteria for setting and implementing corporate objectives and marketing strategies are discussed, as well as the key issue of how far to globalise operations across country markets. There is an explanation of how, to an extent, the operating or business environment can be influenced by the company. Following coverage of how best to implement strategies, there is a detailed analysis of international marketing planning, the adaptations needed to implement it across country markets, and the organisational requirements to make the plan effective, with a focus on the concept of interactive planning. Acquisitions and divestment policies are then explained and the growth of strategic business alliances is covered in the final section, explaining the factors for both success and failure.
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