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Shaping Business Opportunities (Building long-term sucess (Creating value…
Shaping Business Opportunities
Competing in a global context
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The global trade environment
International marketing
Selective globalisation is argued to be more effective then standardised global brands
Branding provides a focal point for marketing activities
HRM in the global context
Globalisation has resulted in multicultural organisations. HRM is responsible for managing a multicultural organisation
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Perspectives to global innovation
Globalisation has given pressure and incentives for innovators to converge around international practises and diverge in response to local conditions (Glocalisation)
Divergence- stick closely to organisational or local culture (Ricks et al, 1990)
Convergence - adopt best practises of the global culture
Crossvergence- to respond to and influence their particular context
Building long-term sucess
Creating value in the long term
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Stakeholder value
- creating long term economic value by satisfying stakeholder needs
Shared values
- pursuing financial success in a way that also benefits society (Porter and Kramer, 2011).
Innovations and stability
Relationship marketing
developing repeat purchases with customers to sustain a brand/organisation.
Internal marketing
helps staff effectively represent the brand
Adapting to change
Organisations must adopt a culture that encourages change
Big ideas in organisations
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How business functions facilitate global innovation
Marketing
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The external environment
Micro environment
Customers
Intermediaries
Suppliers
Publics
Competiors
Macro enviornment
STEEPLE
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Formulating an offering (the marketing mix)
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Price
Promotion
Place
Product
Operations
Operation strategy
Hayes and Wright (1984)
Four stage strategy of operation strategy; Internally/externally neutral, internally/externally supportive
Performance objectives
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Operations managment
The "input-output" transformation model
Financing
The economic environment
Integration
Kim et al (2003) modes of integration
People-based
Information-base
Formalisation-based
Centralisation-base