STRATÉGIES CONCURRENTIELLE ET D`ENTREPRISE

DES MULTINATIONALES

SÉANCE 3

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 STRUCTURE DU COURS
C 1. INTRODUCTION AU COURS
STRATÉGIE
2. STRATÉGIES CONCURRENTIELLES INTERNATIONALES
COMPÉTITIVE

C 3. STRATÉGIE D`ENTREPRISE INTERNATIONALE: LA DIVERSIFICATION INTERANTIONALE

4. STRATÉGIE D`ENTREPRISE INTERNATIONALE: LE RÔLE DU SIÈGE SOCIAL STRATÉGIE

DIRECTRICE OU
5. STRATÉGIE D`ENTREPRISE INTERNATIONALE: LA STRATÉGIE DES FILIALES ET LEUR PERFORMANCE D`ENTREPRISE

6. STRATÉGIE D`ENTREPRISE INTERNATIONALE: LES DÉCISIONS DU SIÈGE SOCIAL ET LEUR IMPACT DANS LES
C
FILIALES

CAPABILITÉS ET LES
7. DÉVELOPPEMENT DE CAPACITÉS ORGANISATIONNELLES DANS LES FILIALES GRÂCE À L`EXPANSION MARCHES
C
INTERNATIONALE
INTERNATIONALAES

C 8. INTENSITÉ DE LA RIVALITÉ CONCURRENTIELLE INTERNATIONALE

RIVALITÉ
9. RÉACTIONS STRATÉGIQUES QUAND LA CONCURRENCE VIENT DE L`ÉTRANGER COMPETITIVE

10. CADRES SUPÉRIEURS ET STRATÉGIE INTERNATIONALE

C 11. STRATÉGIES CONCURRENTIELLES DANS DES MARCHÉS EN ÉMERGENCE MISCELLANEOUS

12. PRÉSENTATIONS

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 INTERNATIONAL DIVERSIFICATION: DEFINITION

• DEFINITION OF DIVERSIFICATION:

- A firm`s level of country diversification is reflected in the number of different

markets in which it operates and their importance to the firm

- Product diversification is expansion into product markets new to a firm

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 INTERNATIONAL AND PRODUCT DIVERSIFICATION

• POSITIVE EFFECTS:

- Spread market risk

- It affords the opportunity for greater firm growth
- It provides the opportunity to exploit the benefits of internationalization
(economies of scale, scope and learning)
- It provides the scale to pay back investments in critical functions such as
R&D or brand image
- It allows exploiting differences in factor markets (seek less expensive
inputs)
- It allows to exploit the relationships among business segments and
geographic areas, sharing competences across units. Up to an optimal*
- Increased bargaining/retaliation power
- It will be specially helpful when creating an internal market helps to
avoid inefficient markets (e.g., emerging economies); these effects may
disappear as markets become more efficient
- Core resources can be leveraged across related linked businesses
- Country diversif. helps manage foreign competition in domestic market
- Only way to compete in global industries
- Country diversification has positive effects on product innovation
- Related linked product diversif. has positive effects on innovation 4
 INTERNATIONAL AND PRODUCT DIVERSIFICATION

• NEGATIVE EFFECTS:

- It is complex and difficult to manage; geographical dispersion

increases coordination, distribution, and management costs
- The point at which governance costs exceed the benefits depends on
the managerial skills contained in a firm
- Often comes at the expense of performance when the firm tries to
diversify both in products and countries
- Often comes at the expense of innovation rates when the firm tries to
diversify both in products and countries
- When diversification stays outside the scope of a firm`s resources and
capabilities, it may not generate additional rents (it has to be related
and linked diversification)