The global strategy approach gives the firm two possibilities to secure its competitive advantage and to compensate its handicaps. The first one is correlated to the way the firm is going to distribute geographically its activities; the second is due to the quality of the firm’s co-ordination among its activities.
* The configuration: Where and in how many countries each activity of the value chain is exerted?
* The co-ordination: How the different activities are co-ordinated? Is the same brand name, and the same approach of the market used in every country?