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Foreword / preamble 4
Table of Contents 6
Table of Figures 8
1 Management Summary 10
2 Introduction 12
3 Background Information 14
3.1 Recent Changes in the World 14
3.2 World Economy 15
3.3 Trade theory 17
3.4 Strategic Management 17
3.4.1 The Strategy Hierarchy 19
3.4.2 History of Strategic Management 20
3.5 Types of Strategies 30
3.5.1 Global Strategy 30
3.5.2 Corporate Level Strategy 34
3.5.3 Business Level Strategy 34
3.5.4 Acquisition and Restructuring Strategies 35
3.5.5 International Strategy 36
3.5.6 Cooperative Strategy 37
3.5.7 Functional Strategies 39
4 Analysis of Context, Environment and Review of State-of-the-art 45
4.1 Strategic Thinking 45
4.1.1 Value Creation 45
4.1.2 Nature of Competition 45
4.1.3 Above-Average Return 45
4.1.4 Strategic Intent and Mission 45
4.1.5 Company’s Stakeholder 46
4.1.6 Organizational Strategists 46
4.1.7 Strategic Leadership 46
4.1.8 Top-Level Managers 46
4.1.9 Strategy Selection 46
4.1.10 Strategy Direction 46
4.1.11 Management Selection 46
4.2 Strategic Analysis 47
4.2.1 The External Environment 47
4.2.2 The Internal Organization 48
4.3 Corporate Governance 49
4.4 Competitive Rivalry and Competitive Dynamics 49
4.5 Strategic Entrepreneurship 51
4.6 Economic Globalization 51
4.6.1 Globalization vs. Internationalization 52
4.6.2 Meanings of Globalization 52
4.6.3 Definition by the World Bank, OECD and IMF 53
4.6.4 Industrialization vs. Globalization 54
4.6.5 Up-to-date Globalization Issues 54
4.6.6 Against Economic Globalization 55
4.6.7 In Favor for Economic Globalization 55
4.6.8 Globalization in Question 55
4.6.9 Economy and trade 56
4.7 Globalization Drivers - Diagnosing an Industry’s Potential 56
4.7.1 First: Market Globalization Drivers 56
4.7.2 Second: Cost Globalization Drivers 57
4.7.3 Third: Government Globalization Drivers 59
4.7.4 Fourth: Competitive Globalization Drivers 60
4.8 Global Strategy Levers 61
4.8.1 The First: Building Global Market Participation 61
4.8.2 The Second: Designing Global Products and Services 65
4.8.3 The Third: Locating Global Activities 65
4.8.4 The Fourth: Creating Global Marketing 66
4.8.5 The Fifth: Making Global Competitive Moves 66
4.9 The Sixth: Building the Global Organization 66
4.10 A Global Strategy Analysis 66
4.11 Global Marketing 67
4.11.1 Marketing Management 67
4.11.2 Marketing Strategies 68
4.11.3 Marketing Concepts 69
5 Problem and Research Statement 70
5.1 The Problem for Start-Ups 71
5.1.1 Present State of Globalization 72
5.1.2 Future State of Globalization 72
5.1.3 Globalization in the Past 73
6 The Strategy 76
6.1 Get the big picture 77
6.1.1 Learn from History 77
6.1.2 What Counts are Stakeholders 78
6.1.3 Strategical Thinking is Key 79
6.1.4 Globalization Influences Everything 82
6.1.5 Define the Landscape 85
6.2 Strategical Action 89
6.2.1 Vision, Mission, Values, and Strategic Objectives 89
6.2.2 What Competitive Advantage is about 90
6.2.3 Develop the Strategy 92
6.3 Operational Action 97
6.3.1 Marketing Action 98
6.3.2 Organizational Action 100
6.4 Implementation 103
6.5 Strategic Controlling 104
6.6 Other Management Areas 105
6.6.1 Financial Management 105
6.6.2 Technology and Operations Management 105
6.6.3 Human Resource Management 107
7 The Conclusion 108
8 Bibliography 116
9 Appendices 119
9.1 Appendix I – Global Strategy Illustration 119
9.2 Appendix II –Globalization Potential and Competitive Advantage 120
9.3 Appendix III – Growth-Competitive Matrix and Global Importance 121
9.4 Appendix IV – Locating Global Activities 122
9.5 Appendix V – Marketing Elements 123
9.6 Appendix VI – Competitive Moves 124
9.7 Appendix VII – Global Strategy Analysis 125
9.8 Appendix VIII – Measured Globalization Drivers 127
9.9 Appendix VIV – Measured Global Strategy Levers 129
9.10 Appendix X – Measuring Organization Elements 130
9.11 Appendix XI – Internet Effects on Globalization Drivers 131
9.12 Appendix XII – Marketing: Ideal Role and Influences 132
9.13 Appendix XIII – Influences on International Business 132
9.14 Appendix XIV – *** Placeholder *** 137
9.15 Appendix XV – Management Failures 138
9.16 Appendix XVI – What Globalization is about 139
9.17 Appendix XVII – Landscape Analysis 139
9.18 Appendix XVIII – B2B Buying Process 140
9.19 Appendix XVIV – Strategies on Foreign Grounds 141
9.20 Appendix XX – A Mission Statement 142
9.21 Appendix XXI – Kotler’s Marketing Strategies 143
9.22 Appendix XII – Marketing Concept Approach 144
10 Curriculum Vitae 145
11 References and Sources 146
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