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Multinaitonals versus Locals in emerging markets

저작시기 2009.05 |등록일 2009.06.22 워드파일MS 워드 (docx) | 7페이지 | 가격 1,500원

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Multinational companies’ interest on emerging markets, especially in China and India, is reaching to another level of intensity. Numerous well known multinational companies are expanding their presence aggressively in emerging markets. At the same time, companies in developing nations that think of themselves as next new multinationals are also expanding and strengthening their presence. Which company would prevail globally if the two go face to face and collide head on? So far, researches and evidences strongly suggest that it largely depends on the industry characteristics. Generally multinational companies dominate knowledge and brand intensive businesses, whereas relatively small mid-sized local companies hold strong and firm advantages in businesses where production and logistics matter the most. However, there are numbers of unexpected winners in emerging markets; some multinational companies beat the local companies in production and logistics oriented businesses, and some local companies outperforming more sophisticated multinational companies in knowledge and brand intensive industries. The irrefutable premise behind such surprising result is the companies’ capability to exploit segment evolution and to manage convergences in costs, for such capabilities are the core driving force that enabled the companies to overcome the disadvantages derived from industry characteristics. Such capabilities, therefore, are the crucial keys to success for both multinationals and locals to survive in emerging market.

참고 자료

Pankaj Ghemawat, Thomas Hout. Tomorrow’s Global Giants? Not the Usual Suspects. Harvard Business Review. 2008.11;1-5

George S.Yip. Total Global Strategy International Edition. United States: Pearson Education, Inc.; 2003.

N. Gregory Mankiw. International Student edition Principles of Economics 3rd edition. United States: Thomson south-western; 2004.

Philip Kotler, Kevin Lane Keller. Pearson International Edition Marketig Management 13th edition. United States: Pearson Education Inc.; 2009
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