本文主要讲述的是国际层面的公司战略有哪几种，国际公司层面的战略主要有三种，即多国内战略、全球战略和跨国战略。多国产化战略是指一个组织致力于使其产品更加个性化，更加适应国际市场，而不是使其产品和流程标准化，以提高效率。例如，MTV并不以标准化为目标。它的目标是更积极地响应当地的环境。多国产化战略可能会稀释该品牌及其所代表的意义。例如，MTV被认为拥有强大的受众群，但在选择本土策略时，它不得不与本土频道竞争，这降低了它的品牌声誉。标准化会给它带来更好的声誉。本篇英国传媒学论文代写文章由英国论文人EducationRen教育网整理，供大家参考阅读。
There are three main international corporate level strategies which are the multi-domestic strategy, the global strategy and the transnational strategy. The multi-domestic strategy is when an organization works on becoming more customized and responsive for the international market instead of standardizing its products and processes for better efficiency. For example, MTV does not aim at standardization. It aims at becoming more responsive to the local environment. The multi-domestic strategy is one that could lead to dilution of the brand and what they stand for. For example, MTV was seen to have a strong audience following, but in choosing for local strategies, it has to compete with local channels and this brings down its brand reputation. Standardization would give it a better reputation.
On the other hand, a global strategy is one that is more responsive to the local market. There is standardization in how products are sold out. Only some minor modifications will be made. Consider Microsoft as an example. While it makes developments, the developments do not challenge where they run or how they are run. These are aspects that are heavily standardized. Similarly Proctor and Gamble is another company.
The multidomestic strategy has some advantages in that it caters to the local and specific needs of a market. However, there is not much efficiency here as only local and specific needs are catered to, and not efficient structures. Customizations based on local consumer needs are met but costs are a big trade off here. This results in some amount of lack of optimization in international business workings. In the case of the global strategy better standardization and optimization is achieved. However, the strategy does not seem to cater to the local audience better. Imagine a store selling products that are standardized for the western society, then the store would not do so well when it comes to eastern societies. Imagine a similar level of standardization causing a problem country wise, and then this is an issue that challenges the very concept of trade attractiveness.
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