国际商务International-Business-(Charles-W.L.-Hill-第七版)课件.ppt
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- 国际 商务 International Business Charles Hill 第七 课件
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1、国际商务International Business(Charles W.L.Hill 第七版)Chap012 The Strategy of International BusinessChapter 12 The Strategy of International Business12-3Introduction vWhat actions can managers take to compete more effectively as an international business?vHow can firms increase profits through internation
2、al expansion?vWhat international strategy should firms pursue?12-4Strategy And The FirmvA firms strategy refers to the actions that managers take to attain the goals of the firmvProfitability can be defined as the rate of return the firm makes on its invested capitalvProfit growth is the percentage
3、increase in net profits over timevExpanding internationally can boost profitability and profit growth 12-5Strategy And The FirmFigure 12.1:Determinants of Enterprise Value12-6Value CreationvThe value created by a firm is measured by the difference between V(the price that the firm can charge for tha
4、t product given competitive pressures)and C(the costs of producing that product)vThe higher the value customers place on a firms products,the higher the price the firm can charge for those products,and the greater the profitability of the firm12-7Value CreationFigure 12.2:Value Creation 12-8Classroo
5、m Performance SystemWhat is the rate of return the firm makes on its invested capital?a)Profit growthb)Profitabilityc)Net returnd)Value created 12-9Value CreationProfits can be increased by:vadding value to a product so that customers are willing to pay more for it a differentiation strategyvlowerin
6、g costs a low cost strategyvMichael Porter argues that superior profitability goes to firms that create superior value by lowering the cost structure of the business and/or differentiating the product so that a premium price can be charged 12-10Strategic PositioningvMichael Porter argues that firms
7、need to choose either differentiation or low cost,and then configure internal operations to support the choiceTo maximize long run return on invested capital,firms must:vpick a viable position on the efficiency frontier vconfigure internal operations to support that positionvhave the right organizat
8、ion structure in place to execute the strategy12-11Strategic PositioningFigure 12.3:Strategic Choice in the International Hotel Industry12-12Operations:The Firm As A Value ChainvA firms operations can be thought of a value chain composed of a series of distinct value creation activities,including pr
9、oduction,marketing,materials management,R&D,human resources,information systems,and the firm infrastructurevValue creation activities can be categorized as primary activities(R&D,production,marketing and sales,customer service)and support activities(information systems,logistics,human resources)12-1
10、3Classroom Performance SystemWhich of the following is not an example of a primary activity?a)Logistics b)Marketing and sales c)Customer service d)Production12-14Operations:The Firm As A Value ChainFigure 12.4:The Value Chain12-15Global Expansion,Profitability,And Profit GrowthInternational firms ca
11、n:vexpand the market for their domestic product offerings by selling those products in international marketsvrealize location economies by dispersing individual value creation activities to locations around the globe where they can be performed most efficiently and effectivelyvrealize greater cost e
12、conomies from experience effects by serving an expanded global market from a central location,thereby reducing the costs of value creationvearn a greater return by leveraging any valuable skills developed in foreign operations and transferring them to other entities within the firms global network o
13、f operations12-16Expanding The Market:Leveraging Products And CompetenciesvFirms can increase growth by selling goods or services developed at home internationallyvThe success of firms that expand internationally depends on the goods or services they sell,and on their core competencies(skills within
14、 the firm that competitors cannot easily match or imitate)vCore competencies enable the firm to reduce the costs of value creation and/or to create perceived value in such a way that premium pricing is possible12-17Location EconomiesvWhen firms base each value creation activity at that location wher
15、e economic,political,and cultural conditions,including relative factor costs,are most conducive to the performance of that activity,they realize location economies(the economies that arise from performing a value creation activity in the optimal location for that activity,wherever in the world that
16、might be)vBy achieving location economies,firms can:vlower the costs of value creation and achieve a low cost positionvdifferentiate their product offering 12-18Location EconomiesvFirms that take advantage of location economies in different parts of the world,create a global web of value creation ac
17、tivitiesvUnder this strategy,different stages of the value chain are dispersed to those locations around the globe where perceived value is maximized or where the costs of value creation are minimizedA caveat:vtransportation costs,trade barriers,and political risks complicate this picture12-19Classr
18、oom Performance SystemWhat is created when different stages of a value chain are dispersed to locations where value added is maximized or where the costs of value creation are minimized?a)Experience effects b)Learning effects c)Economies of scale d)A global web12-20Experience EffectsvThe experience
19、curve refers to the systematic reductions in production costs that have been observed to occur over the life of a productvLearning effects are cost savings that come from learning by doingvSo,when labor productivity increases,individuals learn the most efficient ways to perform particular tasks,and
20、management learns how to manage the new operation more efficiently 12-21Experience EffectsFigure 12.5:The Experience Curve12-22Experience EffectsvEconomies of scale refer to the reductions in unit cost achieved by producing a large volume of a productSources of economies of scale include:vspreading
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