DEVELOPING A STRATEGY FOR INTERNATIONAL BUSINESS
Global Business Strategies
• Firm sells same product in essentially the same manner throughout the world.
• Works well for products with nearly universal appeal and luxury items.
Multidomestic Business Strategies
• Firm develops products and marketing strategies that appeal to customs, tastes, and buying habits of particular national markets.
• Example: Spinach, egg, and tomato soup on the menu in KFC’s
menu in China.