growth and profitability, and as of June 2016 the top four India-centric vendors enjoyed market valuations more than 50 larger than those of their top four Western competitors. Some 64 of the respondents to the 2007 HBR survey agreed with this (non)dictum, yet an analysis of internal financial data from 16 multinationals around that time indicated that eight of them had large geographic units that destroyed value after their financing costs were taken. A full-scale retreat or an overreliance on localization would hamper companies ability to create value across borders and distance using the rich array of globalization strategies that are still effectiveand will continue to work well into the future. Or they can externalize some of the costs of adaptation via franchising, joint ventures, or other types of partnerships. It has developed this through a global strategy that includes economies of scale and scope, branding, customer recognition and the recovery of its extensive research and development costs in many markets around the world. Even some major multinationals do not have a true global strategy in the sense of completely integrated production, no localized brands, etc. Therefore, smart adaptation typically involves limiting the amount of variation as well as finding ways to improve the effectiveness and efficiency of any changes that are introduced. Historical reasons that began with the PepsiCo acquisition of Walkers, which was already UK market leader.
If your operations are unprofitable, retrench. In such a context, just speaking up more about social issuesas business leaders today are often instructed to dois no panacea. Importantly, the competitive advantage important in strategy development is developed mainly for the home market. For example, Coca Cola took many years to develop its current position in the world soft drinks market. And companies decisions about how to deploy the reputational capital that they do possess are complicated by tensions between a countrys citizens and its governmentUber CEO Travis Kalanick ran into problems with public perception when he joined Trumps business advisory council, for exampleas well. Just 24 of respondents nationwide forex said they thought business leaders contributed a lot. These principles, set out in my book The Laws of Globalization, can be very helpful for strategy makingif they can be counted on to apply in the future.