Eli Broad College of Business

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About the course

The communication of a clear vision throughout the entire organization is absolutely critical for global companies today. According to McKinley Quarterly, only half of today’s executives, running global companies agree that they have a clear strategy in place. Organizations of all sizes, regardless of whether they are operating in one region or several, must establish and execute a coherent strategy to succeed in today’s global economy. Only those organizations with highly talented leaders, both functionally and culturally, will be sustainable.

In this 100% online course, you’ll learn how to implement, manage and measure a global strategy, using a framework consisting of 13 industry drivers, strategy levers and organization factors. This framework has been studied and applied by a number of multinational companies. Through real-world case studies you’ll explore best practices for success and analyze factors impacting global market performance. Using globalEDGE™, the expansive research tool created by the International Business Center at MSU, you’ll learn how to retrieve relevant data from the vast amount of international business and trade information available.

What You’ll Learn

Overview of the Global Strategy Framework

  • Keys to a successful global strategy
  • Global competence and its importance
  • Analysis of China’s online market potential through 2020
  • Alignment issues inherent in the globalization triangle
  • Key industry drivers, global strategy levers and organization factors that drive success in the global marketplace

Identifying Industry Globalization Drivers

  • Changing trends in globalization drivers
  • How to diagnose a firm’s global potential based on market, cost, government and competitive globalization drivers
  • Techniques to maximize global customers and channels
  • How to leverage global economies of scale and scope
  • Ways governments impact globalization

Global Market Participation & Global Products & Services

  • How global strategy levers fit into the global strategy framework
  • Ways that firm characteristics form a basis for globalization
  • Types of global market participation
  • How strategic roles for each country differ
  • Best practices for designing global products and services

Locating Global Activities & Global Marketing

  • Methods of locating and coordinating global activities
  • How to combine strategic and comparative advantages
  • Strategies for global supply chain management
  • Considerations in global products, distribution, pricing and promotion
  • Guidelines in creating global marketing strategies

Making Competitive Moves & the Global Organization

  • Types of global competitive moves
  • Ways to leverage a competitor situational analysis
  • Placement of organizational factors in the global strategy framework
  • Identifying the desired features of a global organization
  • How to build a global organization

Adopting a “Global” Strategy Within a World Region

  • Aligning global, regional and country strategies, as well as country operations
  • Characteristics and variables typically used to define a world region
  • Key issues, data and strategies pertaining to regional trade agreements (RTA), including: European Union (EU), North American Free Trade Agreement (NAFTA) region and Asia-Pacific Economic Cooperation (APEC)

Exploring Real-World Case Studies of American Express, FedEx, Microsoft & Nokia

  • How the global industry drivers, global strategy levers and organization factors work for leading multinationals in the global marketplace
  • Analysis of the trigger points making them successful
  • In-depth knowledge of each industry, strategy and organization factor
  • How to determine specific uniqueness and what helps and hinders each company’s global marketplace performance

Measuring Effectiveness & Conducting a Global Strategy Analysis

  • Ways to measure industry globalization drivers
  • How to measure market participation by global and strategic market share
  • How to calculate product and service mix and content standardization
  • Steps of the global strategy analysis process
  • Techniques for conducting a basic global benchmark of a firm


8 Week Course

Global Strategy Framework

  • Welcome to the Fascinating World of Global Strategy
  • Global Competence
  • Alternate Lenses on China
  • Keys to a Successful Global Strategy
  • Global Strategy Framework
  • Important Definitions & Distinctions
  • Overview of Industry Drivers, Strategy Levers & Organization Factors
  • Global Strategy: Benefits, Drawbacks & Finding the Balance

Industry Globalization Drivers

  • Market Globalization Drivers Part 1
  • Market Globalization Drivers Part 2
  • Cost Globalization Drivers Part 1
  • Cost Globalization Drivers Part 2
  • Government Globalization Drivers Part 1
  • Government Globalization Drivers Part 2
  • Competitive Globalization Drivers Part 1
  • Competitive Globalization Drivers Part 2

Global Market Participation & Global Products and Services

  • Basis for Global Expansion
  • Types of Global Market Participation
  • Differing Strategic Roles for Each Country
  • Benefits and Drawbacks of Global Market Participation
  • Guidelines for Building Global Market Participation
  • Designing Global Products & Services
  • Benefits & Drawbacks of Global Products & Services
  • Guidelines for Designing Global Products & Services

Locating Global Activities & Global Marketing

  • Locating Global Activities
  • Global Supply Chain Management
  • Benefits & Drawbacks of Locating Global Activities
  • Guidelines for Locating Global Activities
  • Creating Global Marketing
  • When & How to Use Global Marketing
  • Benefits & Drawbacks of Creating Global Marketing
  • Guidelines for Creating Global Marketing

Making Global Competitive Moves & the Global Organization

  • Making Global Competitive Moves
  • Benefits & Drawbacks of Making Global Competitive Moves
  • Guidelines for Making Global Competitive Moves
  • Global Organization: Structure
  • Global Organization: Management Processes
  • Global Organization: People
  • Global Organization: Culture
  • Guidelines for Building a Global Organization

Adopting a "Global" Strategy Within a World Region

  • Adopting a “Global” Strategy within a Region
  • EU: European Union
  • NAFTA: North American Free Trade Agreement
  • ASEAN: Association of Southeast Asian Nations
  • Mercosur: “Common Market of the South”
  • GCC: Gulf Cooperation Council
  • COMESA: Common Market for Eastern & Southern Africa
  • APEC: Asia-Pacific Economic Cooperation

Case Studies of Amex, FedEx, Microsoft & Nokia

  • American Express Part 1
  • American Express Part 2
  • FedEx Part 1
  • FedEx Part 2
  • Microsoft Part 1
  • Microsoft Part 2
  • NOKIA Part 1
  • NOKIA Part 2

Measurements & Conducting a Global Strategy Analysis

  • Measuring Industry Globalization Drivers
  • Measuring Global Strategy: Levers
  • Measuring Global Organization Factors
  • Measuring World Region Focus
  • globalEDGE: Your Source for Global Business Knowledge
  • Conducting a Global Strategy Analysis
  • Conducting a Basic Global Benchmark of the Firm
  • Wrap-Up of the Fascinating World of Global Strategy

Who should attend

This dynamic course is ideal for anyone looking to enhance their knowledge and expertise in developing and executing leading global strategies, from emerging leaders to senior-level managers and executives. Global Business Strategy is designed to help new and seasoned global managers across functions examine what it takes to run a successful global business, leveraging organization factors and industry drivers in the market.

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Available dates

This course has no confirmed dates in the future. Subscribe to be notified when it is offered.