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1. What is a multinational company? • The term ‘multinational’ is used for a company which has subsidiaries or sales facilities throughout the world. • Another expression for this type of business enterprise is ‘global corporation’ • Example: Coca Cola, Heinz, Sony, Hitachi, Akzo, General Motors… ThiNganHang.com ThiNganHang.com
2. What are their characteristics? • They control vast sums of money • They operate in countries with widely differing political and economic systems. ThiNganHang.com ThiNganHang.com
3.Multinational strategy • A strategy of adapting products and their marketing strategies in each national market to suit local preferences. • Multinational strategy allows companies to closely monitor buyer preferences in each local market and respond quickly and effectively as new buyer preferences emerge. • It does not allow companies to exploit scale economies in product development, manufacturing, or marketing.ThiNganHang.com ThiNganHang.com
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