The Context: What’s Changing



Among the macro trends affecting global businesses are the rise of emerging markets, shifting demographics across and within countries, accelerating technological changes, continued globalization and trade, evolving organizational forms, and the changing nature of global assignments. Henson discusses the various organizational strategies used by firms to gain competitive advantage in light of these trends. Research indicates that one of these, the transnational strategy, will likely be the most viable for multinationals. Henson proposes several questions for organizations to assess the extent to which they are making progress toward implementing this strategy.


Foreign Direct Investment Middle Class Home Country Global Company Global Business 
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Copyright information

© The Author(s) 2016

Authors and Affiliations

  1. 1.Rutgers Business SchoolNewarkUSA

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