Tôi không sống ảoFirms that pursue a global standardization strategy focus on increasing profitability and
profit growth by reaping the cost reductions that come from economies of scale, learning
effects, and location economies; that is, their strategic goal is to pursue a low-cost strategy
on a global scale. The production, marketing, and R&D activities of firms pursuing a
global standardization strategy are concentrated in a few favorable locations. Firms pursuing
a global standardization strategy try not to customize their product offering andmarketing strategy to local conditions because customization involves shorter production
runs and the duplication of functions, which tends to raise costs. Instead, they prefer to
market a standardized product worldwide so that they can reap the maximum benefits
from economies of scale and learning effects. They also tend to use their cost advantage
to support aggressive pricing in world markets.
This strategy makes most sense when there are strong pressures for cost reductions and
demands for local responsiveness are minimal. Increasingly, these conditions prevail in
many industrial goods industries, whose products often serve universal needs. In the semiconductor industry, for example, global standards have emerged, creating enormous demands
for standardized global products. Accordingly, companies such as Intel, Texas Instruments, and Motorola all pursue a global standardization strategy. However, these conditions are not yet found in many consumer goods markets, where demands for local responsiveness remain high. The strategy is inappropriate when demands for local responsiveness are high