In an effort to expand their customer base and sell products in more foreign markets, companies following a global strategy leverage economies of scale as much as possible to boost their reach and revenue. Global companies attempt to homogenize their products and services in order to minimize costs and reach as broad an international audience as possible. These companies tend to maintain a central office or headquarters, usually in their country of origin, while also establishing dozens of operations in countries all over the world.

Even when keeping essential aspects of their goods and services intact, companies adhering to the global strategy typically have to make some practical small-scale adjustments in order to break into international markets. For example, software companies need to adjust the language used in their products, while fast-food companies may add, remove or change the name of certain menu items in order to better suit local markets, while keeping their core items and global message intact

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