chapter  3
44 Pages

Important Choices in the Development of International Business Strategies

The study of strategic states and performance reported in the last section of Chapter 2 gave rise to a more thorough discussion about three important choices in the development of international business strategies: a business unit’s choice between penetration of a few or a variety of market segments, between separate products or systems of products, and between product standardization or adaptation. The previous chapter briefly indicated the decision problems and some normative conclusions. In this chapter these important choices will be more completely discussed, still within the frame given by the strategic states model. The first three sections highlight identification of alternatives, while the final section concerns strategy evaluation.