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Levers of Global strategy*

Global strategies are usually multi-dimensional. They can include a variety of levers depending on the company and its situation. A global strategy network that has been used extensively for a couple of decades is the framework presented by George Yip and Tomas Hult in Total Global Strategy(2012).

This framework includes 5 levers that drive the locality or globalness of the company.

Market participation

This involves the choice of countries in which to operate and the level of activity that the company decides to engage at in each country.

Products/ Services

This involves the extent to which a multi national business offers the same or different products or services in different countries.

Supply chain management

This involves choosing where to locate each of the operational activities that constitute the supply chain.

Marketing

This involves the extent to which a multinational business uses the same marketing mix

Competitive moves

This involves the extent to which a multi national business makes competitive moves in different countries as part of a global competitive strategy.

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ALSO READ   Mergers and Acquisitions*

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