Chap12 The Strategy of International Business

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1、InternationalBusiness国际商务Chapter12TheStrategyofInternationalBusinessIntroductionWhatactionscanmanagerstaketocompetemoreeffectivelyasaninternationalbusiness?Howcanfirmsincreaseprofitsthroughinternationalexpansion?Whatinternationalstrategyshouldfirmspursue?StrategyAndTheFir

2、mAfirm’sstrategyreferstotheactionsthatmanagerstaketoattainthegoalsofthefirmProfitability收益率canbedefinedastherateofreturnthefirmmakesonitsinvestedcapitalProfitgrowth收益增长率isthepercentageincreaseinnetprofitsovertimeExpandinginternationallycanboostprofitabilityandprofitgrowth

3、StrategyAndTheFirmFigure12.1:DeterminantsofEnterpriseValueValueCreationThevaluecreatedbyafirmismeasuredbythedifferencebetweenV(thepricethatthefirmcanchargeforthatproductgivencompetitivepressures)andC(thecostsofproducingthatproduct)一个公司创造的价值可以由V（公司可以为有竞争力的商品标的价格）和C（这个产品的制作

4、成本）的差值来衡量。Thehigherthevaluecustomersplaceonafirm’sproducts,thehigherthepricethefirmcanchargeforthoseproducts,andthegreatertheprofitabilityofthefirm消费者对一个公司的产品认为的价格越高，公司可以要的价格就越高，公司的盈利就越大。ValueCreationFigure12.2:ValueCreationClassroomPerformanceSystemWhatistherateofreturnt

5、hefirmmakesonitsinvestedcapital?a)Profitgrowthb)Profitabilityc)Netreturnd)ValuecreatedValueCreationProfitscanbeincreasedby:addingvaluetoaproductsothatcustomersarewillingtopaymoreforit–adifferentiationstrategyloweringcosts–alowcoststrategyMichaelPorterarguesthatsuperiorpro

6、fitabilitygoestofirmsthatcreatesuperiorvaluebyloweringthecoststructureofthebusinessand/ordifferentiatingtheproductsothatapremiumpricecanbechargedStrategicPositioningMichaelPorterarguesthatfirmsneedtochooseeitherdifferentiationorlowcost,andthenconfigureinternaloperationsto

7、supportthechoice迈克尔.波特认为公司需要选择区分化或是低成本（战略），并且确认为支持此选择作出的行动。公司须如下做来最大化长期投资的回报:pickaviablepositionontheefficiencyfrontierconfigureinternaloperationstosupportthatpositionhavetherightorganizationstructureinplacetoexecutethestrategyStrategicPositioningFigure12.3:StrategicChoic

8、eintheInternationalHotelIndustryOperations:TheFirmAsAValueChainAfirm’soperationscanbethoughtofav