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General Electric and International Involvement GE Product Divisions : Light bulbs Aircraft engines Appliances Power-generation GE Market Opportunity : North America Europe Pacific rim / Asia Emerging markets GE’s Markets, Entry and Strategy Choices 4 3 Product Lines 2  1 

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Presentation Transcript
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General Electric and International Involvement

  • GE Product Divisions:

    • Light bulbs

    • Aircraft engines

    • Appliances

    • Power-generation

  • GE Market Opportunity:

    • North America

    • Europe

    • Pacific rim / Asia

    • Emerging markets


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GE’s Markets, Entry and Strategy Choices

4

3

Product Lines

2

1

International

Strategy

A

B

C

D

Country-Markets


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Entry Mode Decision Matrix

Hi

Strategic Importance

of Country

Lo

Hi

Resources,

Control,

Risk

Lo

Lo

Hi

Stand-alone Attractiveness

of Country


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Foreign Market Entry Modes

  • Export

  • Licensing

  • Joint Venture

  • WOS

    • Acquisition

    • Greenfield


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Entry Mode Framework

  • Mindset

  • Country-market opportunity/cost analysis

    • Stand-alone Attractiveness

    • Strategic Importance

  • Resources-Control-Risk tradeoff


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Mindset and International Activity

  • International

    • Overseas activities support / subordinate to domestic activities

  • Multinational

    • Flexibly adapting value-creating activities on country-by-country basis; nationally-responsive

  • Global

    • The world is the market; standardization

  • Transnational

    • “Glocalization” – Some value-creating activities standardized/globalized, others localized


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Country-Market Analysis

  • Stand-alone attractiveness:

    • Size

    • Growth

    • Product acceptance / segmentation

    • Cultural similarity

    • Risk

    • Policy incentives

    • Other factors? ….MNC “power”?


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Country-Market Analysis

  • Strategic importance:

    • Home market of global customer

    • Home market of global rivals

    • Significant market of global rivals

    • Major source of innovation

    • Demanding/sophisticated customers

    • Factor-cost advantages


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Resources-Control-Risks

  • Resources

    • $$, time, technology, machinery, people, organizational, strategy

  • Control

    • Operational and strategic discretion over value-creating activities

  • Risks

    • Political, F/X, economic, cultural, dissemination


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Control

  • Extent of involvement:

Ship Product

Distribution

After-sales

Support

Marketing

  • Channel control / ownership:

Retail

Local

Whsle.

Regional

Whsle.

Import

Agent

Export

Agent

Mfg.


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Entry Mode Decision Framework

ControlResourcesRiskDissem.

Low

Low

Low

High

Licensing

Exporting

Intermediaries

Direct

Joint Venture

Wholly-owned

Subsidiary

High

High

High

Low


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Entry Mode Decision Matrix

Hi

Strategic Importance

of Country

Lo

Hi

Resources,

Control,

Risk

Lo

Lo

Hi

Stand-alone Attractiveness

of Country


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