‘I found myself questioning my current views on globalization and international competition. In so doing, I have come to a fuller understanding of the dynamics of the process and have enjoyed a unique view into the minds of the decision makers’ - Organization Studies
‘This book is an unusual and valuable addition to the literatures of international business’ - International Business Review
‘The first interesting feature of this study is the selection of industries…. The book provides some valuable insight into the geographic distribution of the world in the mind of the chief executives a matter of interest not only to industry and academia, but also to policy makers…. The classification of international strategies deducted from the interview data is another contribution that book makes…. The book has achieved its main goal of linking theory and practical experience [and] provides interesting reading…. The book translates the logic of the industry world into a nice theory leaving it up to the reader to accept or reject the accompanying business ethics and values’ - Prometheus
‘A highly effective analysis of the changing patterns of competition viewed from an international perspective. There is a plethora of books on globalization and internationalization of industries, but most are long on words and speculation, but short on hard evidence and perspective. Here, the approach of the authors is not to argue that the world is becoming more (or less) global, but to provide a valuable insight into just how these forces are shaping industries, whether managers can influence these forces and what they might mean for those involve’ - Charles Baden-Fuller, City Business School, Series Editor
This book uses in-depth current data from a range of international business, and provides an important new framework for understanding international competitive systems and formulating international business strategy.
Chapter 1: Geographic Scope: Exploring Product-Market Variety
Geographic Scope: Exploring Product-Market Variety
A mixed industry, defined at the three-digit level, includes several subsets of activities. For instance the paint industry is composed of car finishes, marine paint, can coating, decorative paint, varnishes, etc. As far as the international dynamics of a business is concerned, managers make clear distinctions between activities in a given industry. Moreover, they suggest a segmentation of their industry which seldom corresponds to the subdivisions adopted in codifications at the four-digit level (or beyond). As a consequence it is relevant first to define the industry at the three-digit level (e.g. paint, cables and wires, chocolate and sugar confectionery, footwear) and then rely on the segmentation most commonly adopted by managers. Within ...