1. Industry Globalization n What is a global industry? Why? n Which drivers/factors most important? n How does a global industry compare with a multi-domestic one? n How is the extent of globalization “measured”? n What are the implications for firms’ international strategies?

2. Globalization Drivers n Market Drivers n Cost Drivers n Government Drivers n Competitive Drivers Low Multi-domestic High Global

3. Market Globalization Drivers n Common customer needs n Global customers n Global market channels n Transferable marketing n Measures: u % of WW sales attributed to standardized products

4. Strength of Market Drivers Low High Baked Goods Book Publishing Retail Banking Toothpaste Soft Drinks Automobiles Computers Aircraft Multidomestic Global Beer?

5. Cost Globalization Drivers n Global scale economies n Sourcing efficiencies n Factor of production differences n High product development costs n Rapidly changing technology n Measures: u % of WW market needed to achieve MES

6. Strength of Cost Drivers Low High Baked Goods Retail Banking Toothpaste Soft Drinks Automobiles Computers Aircraft Pharmaceuticals Multidomestic Global

7. Government Globalization Drivers n Unrestrictive trade and investment policies n Compatible technical standards n Common marketing regulations n Measures: u % of countries that possess uniform or mutually- recognized technical standards

8. Strength of Government Drivers Low High Baked Goods Retail Banking Toothpaste Soft Drinks Automobiles Computers Airlines Pharmaceuticals Multidomestic Global Internet Commerce? Genetically engineered foods?

9. Competitive Globalization Drivers n High two-way trade / cross-border FDI n Global competitors n Interdependence among countries u Policy Link u Trade/Investment Link u Management Link n Measures: u % of WW market attributed to imports/exports u % of WW market attributed to top 4-8 firms

10. Strength of Competitive Drivers Low High Baked Goods Retail Banking Toothpaste Soft Drinks Automobiles Computers Aircraft Pharmaceuticals Multidomestic Global

11. Industry Globalization and Strategy Lever Market Participation Activity Location Marketing Competitive Moves Global Pursuit of Global Share Follow Global Driver Standardize Interrelated/ Coordinated Multidomestic Based on Interest Duplicate Activities Tailored Independent/ market-by- market

12. Beer Industry and GlobalizationDriverMarketCostGovernmentCompetitiveGlobalMultidomestic

13. Mobile Phone Industry and GlobalizationDriverMarketCostGovernmentCompetitiveGlobalMultidomestic

14. Managed Healthcare Industry and GlobalizationDriverMarketCostGovernmentCompetitiveGlobalMultidomestic