MANAGEMENT E
STRATEGIE
INTERNAZIONALI
D’AZIENDA
Prof. Mario Carrassi
1
Introduzione
Definition of International Management
•
International management is defined as a
accomplishing the global objectives of a firm by:
•
effectively coordinating the procurement, allocation, and
utilization of the human, financial, intellectual, and physical
resources of the firm across national boundaries
•
effectively charting the path towards the desired organizational
goals by navigating the firm through a global environment that
is not only dynamic but often very hostile to the firm’s survival.
process
of
AMBITO DI RICERCA DEL MANAGEMENT INTERNAZIONALE
MARKETING
INTERNAZIONALE
ECONOMIA
INTERNAZIONALE
teorie e approcci per lo studio dei
rapporti economici tra paesi
diversi
tecniche di marketing e di gestione delle
relazioni con i sistemi di distribuzione
nazionale ed internazionale
MANAGEMENT INTERNAZIONALE
gestione manageriale dell'impresa nei processi di internazionalizzazione e di globalizzazione
STRATEGIA
AZIENDALE
gestione
strategica,
commerciale
e
organizzativa nelle imprese che operano nei
mercati nazionali ed internazionali
Strategia aziendale
SISTEMA DI SCELTE ED AZIONI CHE CONSENTE ALL’AZIENDA DI RAGIUNGERE E
DI MANATENERE SIMULTANEAMENTE E DINAMICAMENTE UN POSIZIONAMENTO
SUL MERCATO DI SBOCCO, SUI DIVERSI MERCATI DI APPROVVIGIONAMENTO DEI
FATTORI DI PRODUZIONE E RISPETTO AI SUOI PRINCIPALI STAKEHOLDERS. TALE
DA ASSICURARLE UN VANTAGGIO COMPETITIVO DIFENDIBILE ED IL
CONSEGUENTE RAGGIUNGIMENTO DEI TRE ORDINI DI EQUILBRIO:
ECONOMICO, FINANZIARIO, PATRIMONIALE
- PRINCIPIO DI ECONOMICITA’ -
REQUISITI DI UNA STRATEGIA EFFICACE
Indicare la direzione di marcia da seguire tanto nell’immediato quanto nel medio
periodo
Generare un tensione alla realizzazione della stessa.
E’ indispensabile che la strategia sia efficacemente comunicata ai diversi interlocutori
della cui collaborazione e consenso l’impresa ha bisogno.
STRATEGIA AZIENDALE
•
Sistema di scelte
•
Scelte di fondo e non contingenti
•
Ricerca l’ottimizzazione delle relazioni con gli Stakeholders
• Determina il posizionamento nel mercato domestico ed in
quello internazionale e crea l’Immagine dell’azienda
• Ricerca l’equilibrio simultaneo nei diversi mercati anche
attraverso
la delocalizzazione spaziale della catena del
valore
•
Ricerca un equilibrio dinamico nelle componenti:
economiche, finanziarie e patrimoniali dell’azienda
• Determina le condizioni per la sopravvivenza o per lo
sviluppo dell’impresa
DIMENSIONI DI SVILUPPO SOSTENIBILE
Dimensione Economica
Economicità
Dimensione
sociale
INNOVAZIONE
Capacità di rispondere alle
attese degli Stakeholders
Dimensione
competitiva
Capacità di soddisfare i
bisogni dei clienti
FORMULA IMPRENDITORIALE PIENAMENTE VALIDA
Successo
organizzativo
Successo
Competitivo
Successo
sociale
Successo
economicofinanziario
Una strategia efficace realizza l’equilibrio simultaneo di tutte le variabili
Business Sustainability
Social
Economic
Environmental
Le strategie di sviluppo dell’impresa
Crescita interna
Attuata attraverso investimenti in
fattori a fecondità semplice o
ripetuta, finanziati con il ricorso a
mezzi
di origine
esterna
o
all’autofinanziamento
Crescita esterna
Attuata mediante aggregazione che
si
traducono
in
forme
di
integrazione (fusioni, acquisizioni) o
in forme di cooperazione non
competitive (alleanze ed accordi
interaziendali)
Acquisizione di nuova tecnologia
Ottimizzazione della localizzazione
Atmosfera di cambiamento
positiva per l’organizzazione
Rapidità
Crescita della quota di mercato
Superamento di barriere all’entrata
Facilità di finanziamento
Convenienza
Le strategie di sviluppo dell’impresa
Economie di costo
Integrazione a monte
Economia di scala manageriali,
Integrazione
a valle
Sviluppo orizzontale
organizzative
e
finanziarie
 Sviluppo
monosettoriale
Economie di scopo
Sviluppo verticale
Diversificazione
del irischio
Nuovi prodotti per
mercati
tradizionali
Nuovi
prodotti con sinergie di
marketing e/o tecnicoCostituita
daingresso
societàin facenti
capo ad
produttive,
nuovi
Sviluppo
di
attività
non
Sviluppo
Espansione
in altri
Paesi di
Strategie
un’impresa
dominante
la diversificazione
cui espansione
mercati
correlate
con
le
attuali
in
polisettoriale
con
gusti dei
consumatori
avviene
mediante
la partecipazione, il
termini di prodotti, mercati e
omogenei
controllo e la gestione di imprese operanti
tecnologie
in altri Stati
 Sviluppo
internazionale
Concentrica
Orizzontale
Conglomerativa
Sviluppo internazionale del mercato
Sviluppo multinazionale della gestione
1
Globalization
the trend towards a more integrated global economic system
Globalization
Effects of globalization can be seen everywhere:
• the cars people drive
• the food people eat
• the jobs where people work
• the clothes people wear
Globalization
WHAT IS GLOBALIZATION?
Globalization refers to the shift towards a more integrated and
interdependent world economy.
Globalization
The Globalization of Markets
Globalization of markets: the fact that in many industries
historically distinct and separate national markets are merging
into one huge global marketplace in which the tastes and
preferences of consumers in different nations are beginning to
converge upon some global norm.
Examples:
Sony Playstation
Coca-Cola
Citicorp credit cards
McDonald's hamburgers
Globalization
The Globalization of Production
Globalization of production: the tendency among many firms to
source goods and services from different locations around the
globe in an attempt to take advantage of national differences in
the cost and quality of factors of production (such as land, labor,
capital, and energy), thereby allowing them to compete more
effectively against their rivals.
Examples:
Globalization
THE EMERGENCE OF GLOBAL INSTITUTIONS
Global institutions:
• help manage, regulate, and police the global market place
• promote the establishment of multinational treaties to govern
the global business system
Globalization
Examples of Global Institutions:
• World Trade Organization (WTO): responsible for policing
the world trading system and ensuring that nations adhere to the
rules established in WTO treaties
• International Monetary Fund (IMF): maintains order in the
international monetary system
• World Bank: promotes economic development
• United Nations (UN): maintains international peace and
security, develops friendly relations among nations, cooperates in
solving international problems and promotes respect for human
rights, and is a center for harmonizing the actions of nations
Globalization
DRIVERS OF GLOBALIZATION
Two macro factors underlie the trend toward greater
globalization:
• Declining trade and investment barriers
• The role of technological change
Globalization
Declining Trade and Investment Barriers
• After WWII, the industrialized countries of the West began the
process of removing barriers to the free flow of goods, services,
and capital between nations
• Under GATT, over 100 nations negotiated further decreases in
tariffs and made significant progress on a number of non-tariff
issues
Globalization
• Under the WTO, a mechanism now exists for dispute resolution
and the enforcement of trade laws, and there is a push to cut
tariffs on industrial goods, services, and agricultural products
• Removal of barriers to trade has contributed to increased
international trade (the export of goods or services to
consumers in another country), world output, and foreign
direct investment (the investing of resources and business
activities outside a firm’s home country)
Globalization
The volume of world trade and investment has accelerated since
the early 1980s.
Globalization
The Role of Technological Change
The lowering of trade barriers made globalization of markets and
production a theoretical possibility, technological change made it
a tangible reality.
Globalization
• Microprocessors and Telecommunications: Major advances in
communications and information processing have lowered the
cost of global communication and therefore the cost of
coordinating and controlling a global organization
• The Internet and the World Wide Web: Web-based transactions
have grown from virtually zero in 1994 to nearly $7 trillion in
2004 . In 1990 - 1 million users, by 1995 - 50 million users, by
2007 - 1,3 billion users are connected to internet.
• Transportation Technology: the most important developments
are probably development of commercial jet aircraft and super
freighters and the introduction of containerization, which greatly
simplifies trans-shipment from one mode of transport to another
Globalization
Implications for the Globalization of Production
• Improvements in transportation technology have enabled firms
to better respond to international customer demands
•Dispersal of production to geographically separated locations
became more economical
Globalization
Implications for the Globalization of Markets
• Electronic global marketplace
• Managers today operate in an environment that offers more
opportunities, but is also more complex and competitive than that
of a generation ago
• Reduction of cultural distance between countries and some
convergence of consumer tastes and preferences.
Globalization
THE CHANGING DEMOGRAPHICS OF THE GLOBAL
ECONOMY
In the 1960s:
• the U.S. dominated the world economy and the world trade
picture
• U.S. multinationals dominated the international business scene
• about half the world-- the centrally planned economies of the
communist world-- was off limits to Western international
business
Globalization
The Changing World Output and the Changing World Trade
Picture
• In the early 1960s, the U.S. was the world's dominant industrial
power accounting for about 40.3 percent of world manufacturing
output
• By 2007 the United States accounted for only 20.7 percent
• Rapid economic growth is now being experienced by countries
such as China, Thailand, and Indonesia
• Further relative decline in the U.S. share of world output and
world exports seems likely
• Forecasts predict a rapid rise in the share of world output
accounted for by developing nations such as China, India,
Indonesia, Thailand, and South Korea, and a decline in the share
by industrialized countries such as Britain, Japan, and the United
States
Globalization
The changing picture of world output and trade
Globalization
The Changing Foreign Direct Investment Picture
• The share of world output generated by developing countries
has been steadily increasing since the 1960s
• The stock (total cumulative value of foreign investments)
generated by rich industrial countries has been on a steady
decline
• There has been a sustained growth in cross-border flows of
foreign direct investment
• The flow of foreign direct investment (amounts invested across
national borders each year) has been directed at developing
nations especially China
Globalization
The stock of FDI by the world’s six most important national
sources.
Globalization
The Changing Nature of Multinational Enterprises
A multinational enterprise is any business that has productive
activities in two or more countries.
The Rise of Mini-Multinationals
• The number of mini-multinationals (small and medium-sized
companies) is on the rise
Globalization
• Expect the growth of new multinational enterprises (any
business that has productive activities in two or more countries)
from the world's developing nations
The Rise of Mini-Multinationals
• The number of mini-multinationals (small and medium-sized
companies) is on the rise
Globalization
The Changing World Order
• The collapse of communism in Eastern Europe represents a host
of export and investment opportunities for Western businesses
• The economic development of China presents huge
opportunities and risks, in spite of its continued Communist
control
• Mexico and Latin America also present tremendous new
opportunities both as markets and sources of materials and
production
• Firms must be aware that while the more integrated global
economy presents new opportunities, it also could result in
political and economic disruptions that may throw plans into
disarray
Defining Sustainability
Sustainable development is development that
seeks to meet the needs and aspirations of the
present without compromising the ability to meet
those of the future.
(WCED 1987, p.40)
World Commission on Environment and Development (1987). Our common future. New York: Oxford University Press.
Population Growth
United States: The Revis family of North Carolina
Food expenditure for one week $341.98
Ecuador: The Ayme family of Tingo
Food expenditure for one week: $31.55
Chad: The Aboubakar family of Breidjing Camp
Food expenditure for one week: $1.23
Business and Sustainability
Civil Society
Governments
Primary roles
Primary roles
Watchdogs, critics,
protect people’s
rights, well being
and the commons
Enforcers, providers,
preserve order,
represent citizens
Corporations
Primary role
Innovators, doers, deliver value to
shareholders, support to customers
So what is a (environmentally)sustainable
enterprise ?
• Its rate of use of renewable resources should not
exceed their rate of regeneration.
• Its rate of use of non renewable resources should
not exceed the rate at which sustainable renewable
substitutes are developed.
• Its rate of pollution emission should not exceed
the assimilative capacity of the environment.
Daly, H. E. (1991). Steady-state economics (2nd ed.). Washington, D.C.: Island Press.
© UniSA 2010
And yet...
Friedman perspective
•The only business of
a business is to be
profitable business
Yet again...
Stakeholder perspective...
• Freeman’s stakeholder perspective...
Consumers
Community
Competitors
Legal
Systems
Government
Various
Interest
Groups
Firm
Employees
Financial
institutions
Media
Scientific
Community
Suppliers
Shareholders
And yet again...
Porter argues...
•The business of a
business is to be
sustainable business
Emergent sustainability challenges…
Social
Environmental
Sustainability and Ethics:
Sustainable business, at its core is about ethical business
• How are resources owned?
• By whom are they used?
• To whom do the benefits flow?
• Does the process of using resources give rise to
externalities?
• And whom do these externalities impact?
• Does the pattern of resource usage have
implications for future resource usage?
The perspective of markets
Ethical
consumerism
Green
consumerism
© UniSA 2010
A sustainable society and a fulfilling
life
Globalization
THE GLOBALIZATION DEBATE
Is the shift toward a more integrated and interdependent global
economy a good thing?
Anti-globalization Protests
• Anti-globalization protesters now turn up at almost every major
meeting of a global institution
• Protesters fear that globalization is forever changing the world
in a negative way
Globalization
Globalization, Jobs, and Incomes
• Critics of globalization worry that jobs are being lost to lowwage nations
• Supporters of globalization argue that free trade will result in
countries specializing in the production of those goods and
services that they can produce most efficiently, while importing
goods and services that they cannot produce as efficiently
Globalization
Globalization, Labor Policies, and the Environment
• Critics of globalization argue that that free trade encourages
firms from advanced nations to move manufacturing facilities
offshore to less developed countries with lax environmental and
labor regulations
• Supporters of free trade point out that tougher environmental
regulation and stricter labor standards go hand in hand with
economic progress and that foreign investment often helps a
country to raise its standards
Globalization
Globalization and National Sovereignty
• Critics of globalization worry that economic power is shifting
away from national governments and toward supranational
organizations such as the World Trade Organization (WTO), the
European Union (EU), and the United Nations
Globalization
Globalization and the World’s Poor
• Critics of globalization argue that the gap between rich and poor
has gotten wider and that the benefits of globalization have not
been shared equally
• Supporters of free trade suggest that the actions of governments
have made limited economic improvement in many countries
Globalization
MANAGING IN THE GLOBAL MARKETPLACE
Managing an international business (any firm that engages in
international trade or investment) is different from managing a
domestic business because:
• countries differ
• managers face a greater and more complex range of problems
• international companies must work within the limits imposed by
governmental intervention and the global trading system
• international transactions require converting funds and being
susceptible to exchange rate changes