Yip, Loewe and Yoshino (1988)

Management > Global Marketing Management > Lectures > Independent Research > Yip et al. > Going global

Going global

There are 5 ways of going global:

1. Playing big in major markets. A firm can learn from each country, exploit differences in the product cycle, and collaborate with the main countries which are development leaders.
2. Standardizing the core product, but tailoring peripheral aspects of the product is better than totally customising it, while still enabling a firm to benefit from scale.
3. Concentrating value-adding activities in a few countries is better than repeating every activity in each country.
4. Adopting a uniform market positioning and market mix can reduce marketing strategy costs. Internal focus can also be gained, as it is easier to promote a firm with one strong brand image, due increased cross-border travel and media.
5. Integrating competitive moves across countries. Attacking competing global firms in other countries than the one in question can be successful, as it is viewing the whole world as a “battleground”.

“An industry’s potential for globalization is driven by market, economic, environmental and competitive factors.”  (See Yip's globalisation drivers)