This exciting new textbook is built on the belief that strategic management principles are more straightforward than they seem. Unlike other textbooks, it does not overcomplicate the discussion with enigmatic layers of theory or irrelevant perspectives from other disciplines. Instead you will find focused, clearly articulated coverage of the key topics of strategic management, encouraging critical reflection and deeper exploration on your own terms. Fully developed to cover the essentials of any strategic management course, this textbook not only creates understanding of the principles of strategy, but shows you how to apply them constructively in the face of real-world practicalities. Throughout the text, these principles are put into context with illustrations and examples drawn from all over the world and from all kinds of organization – from Shell, Airbus and Tesco to small and non-profit enterprises. With an emphasis on topical, distinctive and engaging features, this text offers: • Over 120 short, topical case studies drawn from every type of organization across more than 20 countries, written especially for this book and supplemented with questions and tasks • Worksheets for strategy analysis that can be used to tackle real-world situations • Learning outcomes, key points and summaries to focus your reading on what matters • Chapter-by-chapter exercises for further study and discussion • Suggestions for further reading to deepen your understanding of the theories underpinning the chapters In addition, tutors will benefit from a fully developed companion website offering lecture slides, teaching notes for case studies and assignments, module plans and links to further cases.

Multinational and Global Strategies

Multinational and global strategies

Learning Outcomes

This chapter is designed to enable you to:

  • ① Describe and critique concepts and issues in international strategy.
  • ② Appreciate the contrary influences of global megatrends and national distinctiveness that create the global-local dilemma.
  • ③ Explain how the international dimension adds complexity to the strategic management challenges of resource location, activity co-ordination and control.
  • ④ Apply the frameworks presented in this and previous chapters to analyse particular cases.

Case Study: The Carlsberg Group1

Brewing beer and other alcoholic drinks are among the world's oldest and most universal industries. Throughout the middle-ages and later in England, for example, local taverns brewed ale, partly because its alcohol content made it safer to drink than often-contaminated water from wells.

As brewing became more organised and began ...

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