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Our Approach to Glocal Strategy Development

Our Approach to Glocal Strategy Development. Professor Yuwei Shi Fisher Graduate School of International Business The Monterey Institute. The key to glocal strategy. Glocalization inspiration and challenge of client. Define initial conditions Vision Core product/service Strategy

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Our Approach to Glocal Strategy Development

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  1. Our Approach to Glocal Strategy Development Professor Yuwei Shi Fisher Graduate School of International Business The Monterey Institute

  2. The key to glocal strategy Glocalization inspiration and challenge of client • Define initial conditions • Vision • Core product/service • Strategy • Choose target markets • Market potential • Leverage potential • Innovation potential Glocal Core team • Glocal strategies • Engineering • Inventing • Construct GOLD • Markets survey • GOLD plots • Generate variations • Focus group study • Brainstorm Glocalization knowledge base Global network of associates

  3. Engineering glocal strategies Typical distributions of preferences/concerns across countries Global endorsement Global objection Partial objection Partial endorsement -4 -5 1 2 3 4 5 -3 -2 -1 0 Preference/Concern

  4. Engineering glocal strategies The GOLD Matrix Endorse General Orientation Oppose Low High Location Discord

  5. Inventing glocal strategies Shifting preference/concern distributions toward global endorsement Global endorsement Global objection Partial objection Partial endorsement -4 -5 1 2 3 4 5 -3 -2 -1 0 Preference/Concern

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