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Managing Differences

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Submitted By mellers87
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With the globalization of production as well as markets, you need to evaluate your international strategy. Here’s a framework to help you think through your options. by Pankaj Ghemawat

W

Managing
Dif ferences
Ian Whadcock

The Central Challenge of Global Strategy hbr.org |

March 2007

|

Harvard Business Review 59

YEL MAG CYAN BLACK

HEN IT COMES TO GLOBAL STRATEGY, most business leaders and academics make two assumptions: first, that the central challenge is to strike the right balance between economies of scale and responsiveness to local conditions, and second, that the more emphasis companies place on scale economies in their worldwide operations, the more global their strategies will be.
These assumptions are problematic. The main goal of any global strategy must be to manage the large differences that

Managing Differences

arise at borders, whether those borders are defined geographically or otherwise. (Strategies of standardization and those of local responsiveness are both conceivably valid responses to that challenge – both, in other words, are global strategies.) Moreover, assuming that the principal tension in global strategy is between scale economies and local responsiveness encourages companies to ignore another functional response to the challenge of cross-border integration: arbitrage. Some companies are finding large opportunities for value creation in exploiting, rather than simply adjusting to or overcoming, the differences they encounter at the borders of their various markets. As a result, we increasingly see value chains spanning multiple countries. IBM’s CEO, Sam
Palmisano, noted in a recent Foreign Affairs article that an estimated 60,000 manufacturing plants were built by foreign firms in China alone between 2000 and 2003. And trade in
IT-enabled services – with India accounting for more than

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