3.1 Strategy of International Business (1400-1530) Prof. Dr. CHONG Li Choy Chair of International Management (South East Asia) & Director, Asia Research Centre, University of St. Gallen Executive Director, ASEAN Learning Network Asia Research Centre University of St. Gallen Bodanstrasse 6 CH-9000 St. Gallen Website: www.asiacentre.net e-mail: [email protected] ETHZ 1 March 2014 Session Outline . 1. Lecture: Global Strategies of MNCs (30 minutes) 2. Video 2 on the global strategy of one MNC (30 minutes) 3. Class discussion (30 minutes) 1. Lecture: Global Strategies of MNCs (30 minutes) . 1. The Changing Global Environment 2. Understanding Global Strategy The Changing Global Environment     Post World War II Economic Liberalism & Successes in Economic Development Collapse of “ Iron Curtain” & Desire for Economic Development The Asia Crisis & Business Renewal Technological Advancements & Change, particularly IT in Asia Understanding Global Strategy a) What is the difference between a multilocal strategy and a truly global strategy? b) What are the key components of a successful "Total Global Strategy" according to George S. Yip? (Yip, George S.: Total Global Strategy: Managing for Worldwide Competitive Advantage, Englewood Cliffs 1992, Kapitel 1-2) Understanding Global Strategy: A Framework for Global Strategy Understanding Global Strategy: Total Global Strategy Understanding Global Strategy: The Globalization Triangle Understanding Global Strategy: Industry Globalization Drivers Name some of the following globalization drivers. Pick one each which you consider important in Asia for discussion: a) b) c) d) e) Market drivers Government drivers Cost drivers Competitive drivers Other drivers, if any... Understanding Global Strategy: Global Strategy Levers (dimensions) to Achieve Globalization Benefits 2. Video 2 on the global strategy of an MNC (30’) .1. What was the mission of the company? 2. What are the globalisation drivers? 3. What are the globalisation levers? 4. Did the company have a Global Strategy? Explain. 3. Class discussion (30 minutes) 1. What was the mission of the company? . 2. What are the globalisation drivers? 3. What are the globalisation levers? 4. Did the company have a Global Strategy? Explain. 5. Any relevance for Switzerland?