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BA 447 Adler Introduction Notes Four stages of international business and each has culturally sensitive issue(s). Stage 1. Make product domestically, source domestically, and sell domestically.
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BA 447 Adler Introduction NotesFour stages of international business and each has culturally sensitive issue(s) • Stage 1. Make product domestically, source domestically, and sell domestically. • Cultural issue: Ethnocentric. Other country buys and adjusts to product as made for domestic use. Assumes one best way to manage.
BA 447 Adler Introduction Notes • Stage 2. International competition. Shift from production to marketing sensitivity. • Cultural: Equifinality = many good ways to manage. Manufacturing worldwide therefore sensitivity needed.
BA 447 Adler Introduction Notes • Stage 3. Similar good/services worldwide. Price is measure of success. • Cultural: Change from “one best” and “many best” ways to manage to “least cost” way to manage.
BA 447 Adler Introduction Notes • Stage 4. Top quality, least cost are measures to get into the game. Must now strategically advance via worldwide view. Market segmentation. Niches rule. • Culture: Market segmentation/production requires cultural sensitivity. Use of teams, global alliances. Global HR is essential to a firm’s success.
