One of the benefits when a business moving from a domestic to an international strategy is the firm can earn a greater return on its investments this means the firm can realize many advantages on resources and capabilities over. Strategies for reaching global markets it seems as if starbucks tends to expand into global markets through joint ventures as kelly and mcgowen (2012) explain a joint venture is when multiple companies come together in order to pursue the same goals and opportunities (kelly & mcgowen, 2012, p 43. As always, companies should consider their own resources, previous export or business experience abroad, and long-term business strategy before entering the china market representation in china by a chinese agent, distributors, or partners who can provide essential local knowledge and contacts will be critical for succe. Google's success in china depended in part on having a government relations point person who could navigate the tricky shoals of preserving google's values without offending chinese officials.
A firm using a transnational strategy  seeks a middle ground between a multidomestic strategy and a global strategy such a firm tries to balance the desire for efficiency with the need to adjust to local preferences within various countries. Google's homepage accessed through a macbook pro google uses the differentiation generic strategy (porter's model), along with the intensive growth strategies of market penetration, market development and product development.
Google's us-based site, googlecom, had been available in china since the site's inception in 1999, service was slow and unreliable due to extensive chinese government censoring of international content. Google, the leading internet search engine based in the us, started providing its services in china in the year 2000 though the company became one of the leading search engines in the chinese market, it started losing its market share rapidly to the local players like baidu. International strategy in over a ten year span google has developed international marketing structures to establish a presence in more than 144 countries these range from simply representational offices to complex partnerships with existing companies in foreign countries.
I believe facebook's china strategy will be tentative and testing the ground, ye said china has strong business and social interest in facebook wants to engage top internet providers in the. Each company's china strategy is likely to be informed by any number of different factors - from industry sector, product type, company size and culture, through to long-term business aims and global corporate vision. Strategy & operations make insightful recommendations and implement strategies that address complex business issues and achieve company goals. However, both research and business experience suggests that standardization strategy may not be the most effective way to meet international market demands the complex nature of the international marketing environment promotes diversity in terms of physical environment, political and legal systems, cultures, product usage conditions, and.
Bruce mckern is an honorary professor at the university of sydney, a visiting scholar at china europe international business school and recently visiting fellow at oxford's saïd school of business. Global strategy digital nike is reviewing its strategy for producing shoes in china for the us market registering neither on the chinese government's nor the international business. Alphabet inc business overview from the company's financial report: alphabet is a collection of businesses -- the largest of which, of course, is google.
Oded shenkar is ford motor company chair in global business management and professor of management and human resources at the fisher college of business, the ohio state university and has taught in china, japan, israel and the uk. Google's business strategy has been proven to show that they follow the strategic management process and they are extremely successful at it high brand value, high market share and complete control over the market show that google's business strategy should be a role model to all other companies. It has already submitted its application for a new license but another public showdown with china's censors could easily lead to a total closure of google's web business in the world's largest.
Google's move to pull the plug in china is an extreme example of the kinds of decisions internet companies operating abroad are often up against: if they want to do business, they have to abide. When tom maclean, director of international business at google inc was tasked with formulating a strategy for launching the new google website googlecn in china in 2006, more than 100 us based multinationals were already operating various projects there. Google's acquisition strategy, which is based on a philosophy of only buying in small niche markets, and only when it can't produce the product better in-house, has made a significant contribution to its global expansion, according to business analysts. At one extreme, despite their support for western-style civil rights and civil liberties, most international businesses headquartered in developed nations are willing to do business in china's.