Colin Edward Egan (2018)
A Practical Framework for Global Business Strategy Success
Rugby: Strategic Management Think Tank
The Practical Framework for Global Business Strategy Success we present in this Volume of the BiteSized Fortress Europe Series is a logical, structured and systematic approach to designing and implementing successful global business strategies. We discuss the conceptual backdrop, academic debates and prescriptive insights with reference to the conduct of international business and the information requirements essential to maximise the inherent value which the Framework offers for savvy strategic managers. This knowledge can be deployed to translate the strategic objectives of the intelligent company into operational, customer-focused, competitively differentiated international marketing plans.
There are four broad categories of strategic management decision making for global markets and these are addressed in the first half of this Volume: (i) Why enter global markets and when? These decisions will be based upon a combination of market opportunities, company motivations and company capabilities. (ii) Where to compete? Related decisions in this category are which geographical markets, how many geographical markets, which segments within the selected geographical market(s)? (iii) How to serve the selected geographic markets, also known as market entry mode? (iv) Which action plans?
The second half of this Volume examines ‘Market Entry Mode’ and the ‘Operational Go-to-Market Plan’ in detail, including an assessment of the role of Joint Ventures, Strategic Alliances and Mergers & Acquisitions in Global Business Strategy.
Students of global strategy and many management practitioners often find it difficult to see an underlying logic in its strategic and marketing dimensions, especially when multiple layers of complexity are added by the international business context. The principal goal of Volume Four of the BiteSized Series is to address this by: (i) providing a practical framework which has a logical process flow of key stages and, within this, (ii) a structured go-to-market planning process backed up by proven methodologies, frameworks and tools for successful implementation.
Each Volume of the BiteSized Fortress Europe Series has an extended End Note which supports the main text and focuses on one dimension of the globalization of markets and global business strategy. The End Note to this Volume is a Glossary of Global Business Strategy Concepts and Terms. Any academic subject comes with its own vocabulary of concepts, acronyms and a wide variety of ‘professional’ jargon: the strategic management, finance, economics and marketing disciplines are major offenders in this regard. With this noted, the emphasis of the Glossary is on established ‘go-to-market’ principles and its focus is strongly rooted in the practice of global business strategy. The Glossary also provides illustrative ‘real-world’ examples for many of the concepts described.
1. Introducing the Global Business Strategy Framework
2. The Global Business Strategy Framework in Practice: War Stories
3. Aligning Theory and Practice: Praxis
4. Analyse Market Contexts: Mature or Emerging?
5. Select High Potential Country Markets: A Systematic Process
6. Determine Market Entry Mode: Routes to Serving Foreign Markets
7. Joint Ventures and Strategic Alliances in Global Business Strategy
8. Foreign Direct Investment (FDI) and Mergers & Acquisitions (M&A) in Global Business Strategy
9. The Devil is in the Detail in Successful Global Business Strategy
10. Develop the Operational Go-to-Market Plan
End Note: A Glossary of Global Business Strategy Concepts and Terms
Volume Four References
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All content © Colin Edward Egan, 2019