Market Leadership in a Globalizing Economy
Globalization is a relentless march that affects every industry, every job function, every market segment and every company. Globalization of competition is both a threat to established leadership in developed markets and a once-in-a-lifetime ...
Globalization is a relentless march that affects every industry, every job function, every market segment and every company. Globalization of competition is both a threat to established leadership in developed markets and a once-in-a-lifetime opportunity for dramatic growth in developing economies. This is an overview of this new environment:
• Understand how upstart competition from developing markets look at the world differently and what it takes to blunt their inherent advantages.
• Recognize the signs when your market is about to globalize and what actions your firm must immediately take to get on an offensive footing.
• Explore the hidden costs of opportunistic dabbling in a developing economies and what it really takes to commit to market leadership in these markets.
• Discuss how local markets are shifting toward common standards of value and how that trend is shifting the optimal balance of locally customized vs. globally standardized offers.
• Understand how low cost upstart competition will reshape the customer value equation in domestic markets and make it more difficult to obtain traditional price premiums for superior products and services.
• See the potential to create a globe-spanning operating model, where the best capabilities from around the world can be lashed together to create advances in product innovation, demand generation, and product supply.
• Recognize the challenge of leaning into the future, all the while balancing the opportunities for greater short term profits in developed markets with the imperative of long term market leadership in an evolving world.
• Learn to avoid the five common mistakes companies make:
○ Placing short term profit opportunity ahead of BRIC market leadership
○ Targeting value propositions for where the market is today rather than where it is going
○ Organizing for where the business has been rather than where the market is going
○ Delegating international responsibility to foreign nationals
○ Not learning and progressing at the speed of the market