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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
general electric and international involvement
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
GE’s Markets, Entry and Strategy Choices

4

3

Product Lines

2

1

International

Strategy

A

B

C

D

Country-Markets

entry mode decision matrix
Entry Mode Decision Matrix

Hi

Strategic Importance

of Country

Lo

Hi

Resources,

Control,

Risk

Lo

Lo

Hi

Stand-alone Attractiveness

of Country

foreign market entry modes
Foreign Market Entry Modes
  • Export
  • Licensing
  • Joint Venture
  • WOS
    • Acquisition
    • Greenfield
entry mode framework
Entry Mode Framework
  • Mindset
  • Country-market opportunity/cost analysis
    • Stand-alone Attractiveness
    • Strategic Importance
  • Resources-Control-Risk tradeoff
mindset and international activity
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
country market analysis
Country-Market Analysis
  • Stand-alone attractiveness:
    • Size
    • Growth
    • Product acceptance / segmentation
    • Cultural similarity
    • Risk
    • Policy incentives
    • Other factors? ….MNC “power”?
country market analysis8
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
resources control risks
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
control
Control
  • Extent of involvement:

Ship Product

Distribution

After-sales

Support

Marketing

  • Channel control / ownership:

Retail

Local

Whsle.

Regional

Whsle.

Import

Agent

Export

Agent

Mfg.

slide11

Entry Mode Decision Framework

ControlResourcesRiskDissem.

Low

Low

Low

High

Licensing

Exporting

Intermediaries

Direct

Joint Venture

Wholly-owned

Subsidiary

High

High

High

Low

entry mode decision matrix12
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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