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Distance Still Matters Summary

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Distance Still Matters

Country Portfolio Analysis (CPA): * An analytic tool managers use to make judgements on international investments * Widely used technique for deciding where a company should compete * Focuses on national GDP, consumer wealth levels, and tendency to consume * Emphasis on potential sales * Ignores costs and risks of doing business in a new market * Ignores barriers from cultural, administrative, geographic, economic (CAGE) * Known as 4 Dimensions of Distance 4 Dimensions of Distance: * Attributes creating distance for each dimension Cultural | Administrative | Geographic | Economic | - different languages - different ethnicities - different religions - different social norms | - absence of colonial ties - absence of shared monetary or political association - political hostility - government policies - institutional weakness | - physical remoteness - lack of common border - lack of sea/river access - size of country - weak transportation or communication links - differences in climates | - differences in consumer incomes - differences in cost and quality of: *Natural resources *Financial resources *Human resources *Infrastructure *Intermediate inputs *Information/knowledge | * Industries or products affected by distance Cultural | Administrative | Geographic | Economic | - products have high linguistic content (TV) - products affect cultural or national identity of consumers (food) - product features vary in terms of: *Size (cars) *Standards (ele. Applian) *Packaging - products carry country specific quality associations (wines) | - gov’t involve is high in industries that are: *Producers of staple goods (electricity) *Producers of other “entitlements” (drugs) *Large employers (farms) *Large suppliers to gov’t (mass transportation) *National champions

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