Internationalization Strategy

Topics: Globalization, International trade, Marketing Pages: 48 (15992 words) Published: December 4, 2014
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ESG Management School, Paris

INTERNATIONALIZATION STRATEGY:
BETWEEN ADAPTATION AND STANDARDIZATION

Master of International Business
Spring 2012
Supervisor: Mr. Olivier LAMOTTE

By
Marco RAMOS
Joseph RATHINAKUMAR

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Table of Contents
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1. INTRODUCTION ................................................................................................. 3!

2. INTERNATIONALIZATION STRATEGY SELECTION .............................................. 5! 2.1. STANDARDIZATION & ADAPTATION ...........................................................5! 2.1.1. Definition of standardization ..............................................................5!

2.1.2. Definition of adaptation .....................................................................6!

2.2. MODES OF ENTRY ........................................................................................7! 2.2.1. International development with foreign distributors........................7!

2.2.2. Strategic alliances with foreign partners...........................................9!

2.2.3. Mergers and acquisitions ..................................................................12!

2.3. RELATIONS BETWEEN THE DESTINATION CHOICE AND
INTERNATIONALIZATION STRATEGY .................................................................14! 2.3.1. Geographical location of the destination......................................14!

2.3.2. The local cultural aspect ..................................................................16!

2.3.3. Economical situation of the host country .......................................18!

2.4. COMPANY SPECIFITIES ..............................................................................20!

Marco Ramos - Joseph Rathinakumar !

Spring, 2012

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2.4.1. Internal assessment ............................................................................21!

2.4.2. Companies industry and international strategy selection ............22!

3. CASE STUDIES IN THREE DIFFERENT INDUSTRIES ............................................. 25! 3.1. FAST-FOOD INDUSTRY ANALYSIS ..............................................................25! 3.1.1. McDonald’s: Think global, act local ................................................25!

3.1.2. Starbucks Coffee a unique experience all over the world...........28!

3.2. RETAILING INDUSTRY ..................................................................................31! 3.2.1. IKEA, global retailer faces the Chinese market ..............................32!

3.2.2. Carrefour entering the Japanese market.......................................35!

3.3. INTERNATIONAL STRATEGY OF THE TEXTILE INDUSTRY..............................38! 3.3.1. H&M, a universal model ....................................................................39!

3.3.2. Inditex, a global textile retailer .........................................................42!

4. CONCLUSION ................................................................................................. 46!

5.!REFERENCES .................................................................................................... 47! 5.1. LITTERARY REVIEW ......................................................................................47! 5.2. WEBSITES .....................................................................................................49! !

Marco Ramos - Joseph Rathinakumar !

Spring, 2012

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1. INTRODUCTION
In a globalized world, similar to the one that we are currently facing, companies have to be precocious regarding the selection of their internationalization strategy. Indeed, the last few decades saw the world change. It moved from a threatening situation with three World Wars to a world that dropped certain trade barriers. We now are all connected in a way we have never been before. Companies no longer target their domestic market only but they more and more tend to master...

References: Marco Ramos - Joseph Rathinakumar !
Spring, 2012
Spring, 2012
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Marco Ramos - Joseph Rathinakumar !
Spring, 2012
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