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  1. Global strategy and multidomestic strategy in a globalize world market
  2. Strategies in emerging markets
  3. Renault-Nissan example: leading for global success

Organizational culture, like national culture, is an iceberg, with some elements above water and others submerged. Elements above water are not only more visible, but easier to understand. Elements below water are difficult to observe and are more important for understanding culture because they are foundations of the culture. In addition, while elements above water are amenable to change, submerged elements are either resistant or slow to change. Several differences between national and organizational culture modify the iceberg metaphor. Firstly, organizational culture is less comprehensive than national culture, as the range of values and underlying assumptions of organizations are narrower. Secondly, organizational culture is more self-contained than national culture. Finally, organizational culture is more manageable than national culture. For example the selection, training and also reward structure for employees restricts the variability of its members and constructs a comprehensive set of values and norms that the management controls. Whether a company should be globalized, and how to go about doing so, have become two of the most burning strategic issues for managers around the world.

[...] But more and more industries are developing the globalization potential. Even the food industry in Europe, renowned for its diversity of taste, especially in France, is now a globalization target for major food multinationals. More than one strategy is viable: Although they are powerful, industry globalization drivers do not dictate one formula for success. More than one type of international strategy can be viable in a given industry. No industry is higher than any of the many globalization drivers. A particular competitor may be in a strong position to exploit a driver who scores low globalization. [...]


[...] In emerging market nations, such economic conditions are generally due to long standing one-party political and socioeconomic systems. Depending on its nature and commitment to becoming a free-market economy, one emerging market may be different from another'[2]. Source: http://www.investorglossary.com Another way to define an emerging market is the GDP per capita, the World Bank uses the GDP per capita. An opportunity: Emerging markets constitute the major growth opportunity in the economic world. For example, according to the ?International business and trade in the next decade report'[3] Coca-Cola wishes to invest 2 billion US dollars in China and also in India and Indonesia because together these countries represent 40% of the worldwide population. [...]


[...] Part III) Renault-Nissan example: Leading for global success In this third and final part of my assignment on globalization and the global strategy', I want to describe a case of an alliance between two international companies with a huge culture difference, the Japanese culture and the French culture. In my own opinion on this example, all the elements of this case can resume the complexity of globalization and how to manage across cultures. This case was not read during the class seminar but it could be a great example of success in a globalized strategy. [...]

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