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Svend Hollensen
GLOBAL MARKETING4th Edition
Hierarchical modes and international sourcing decisions
Lecture by Ewa Baranowska-Prokop, Ph.D.
Hollensen, Global Marketing 4e, © Pearson Education 2008
Learning objectives (1)
Describe the main hierarchical modesCompare and contrast the two investment
alternatives: acquisition versus greenfieldExplain the different determinants that
influence the decision to withdraw investments from a foreign market
Hollensen, Global Marketing 4e, © Pearson Education 2008
What is this?
The entry modes by which the firm completely owns and controls the foreign entry mode are called ______.
Hierarchical modes
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-4
Hierarchical modes
Domestic-based representatives
Resident sales representatives
Foreign sales subsidiary
Sales and production subsidiary
Region centres
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-5
What is this?
What type of sales representative resides in the home country of the manufacturer and travels abroad to perform the sales function?
Domestic-based sales representative
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-6
Figure 12.1 Domestic-based sales representatives/
manufacturer’s own sales force
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-7
Figure 12.1 Residentsales representatives/
sales subsidiary
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-8
What is this?
What term is used to refer to a local company owned and operated by a foreign company under the laws and taxation of the host country?
Subsidiary
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-9
Figure 12.1 Sales and production subsidiary
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-10
Reasons for establishing local production facilities
To defend existing businessTo gain new businessTo save costsTo avoid government restrictions
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-11
Figure 12.1 Region centre
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-12
Roles of regional headquarters
Coordination role is to ensure that
country and business strategies are mutually coherent
One subsidiary does not harm another
Synergies are identified and exploited
Stimulator role is to facilitate the
translation of global products into local country strategies
the development of local subsidiaries
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-13
Figure 12.3 The lead country concept
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-14
What is this?
What term is used to refer to an organization which has integrated and coordinated its operations across national boundaries in order to achieve synergies on a global scale?
Transnational organization
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-15
Methods of establishing a wholly-owned subsidiary
AcquisitionGreenfield investment
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-16
Site selection criteria (1)
Corporate tax advantages
Investment incentives
Investment climate
Company law
Operational costs
Workforce considerations
Quality of living
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-17
Site selection criteria (2)
Infrastructure in place
Business services available
Sufficient office space
Presence of other companies
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-18
Strategic motives driving the location decision
Mergers and acquisitions
Internationalizationof leadership and ownership
Strategic renewal
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-19
Summary of domestic-based sales representatives
AdvantagesBetter control of salesClose contact with
customers
DisadvantagesHigh travel expensesToo expensive for
markets far from home
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-20
Summary of foreign sales, sales and production subsidiary
AdvantagesFull control of
operationMarket accessMarket knowledgeReduced transport
costsAccess to raw
materials
DisadvantagesHigh initial capital
investmentLoss of flexibilityHigh riskTaxation problems
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-21
Summary of region centres
AdvantagesSynergies on
regional/global scaleScale efficiencyAbility to leverage
learning on cross-national scale
DisadvantagesPotential for
increased bureaucracy
Limited national level responsiveness
Missing communication between head office and centre
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-22
Summary of acquisition
AdvantagesQuick access to
Distribution channelsLabour forceManagement
experienceLocal knowledgeLocal contactsEstablished brand
names
DisadvantagesExpensive optionHigh riskIntegration concerns
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-23
Summary of greenfield investment
AdvantagesOptimum format
possibleOptimum technology
possible
DisadvantagesHigh investment costSlow entry of new
markets
Hollensen, Global Marketing 4e, © Pearson Education 2008 12-24
For discussion (1)
Is the establishment of wholly-owned subsidiaries abroad an appropriate international market development mode for SMEs?
Why is acquisition often the preferred way to establish wholly-owned operations abroad? What are limitations of acquisition as an entry method?
What are the key problems associated with profit repatriation from subsidiaries?
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-25
Subcontractors
A person or firm that agrees to provide semi-finished products or services needed by another party to perform another contract to which the subcontractor is not a party
Subcontractors differ from other SMEs in thatProducts are usually part of the end product, but not
the complete productThey do not have contact with end customers
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-26
Figure 13.1 Subcontractor’s position in the vertical chain
Refined materials
Raw materials
Components
End products
Markets for end products Customers
Main contractors
Sub-contractors
Material suppliers
Source: Source: adapted from Lehtinen, 1991, p. 22.
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-27
What is this?
An original equipment manufacturer (OEM) is the _____ of a _____.
Customer of a subsupplier
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-28
Reasons for international sourcing
Concentration on in-house core competences
Lower product/production costs
General cost efficiency
Increased potential for innovation
Fluctuating demand
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-29
Figure 13.4 Typology of subcontracting
Standard subcontracting
High
DegreeofCoordination
Low
Low Task Complexity High
Simplesubcontracting
Expanded subcontracting
Strategicdevelopment
subcontracting
Partnership-based
subcontracting
Source:Source: adapted from Blenker and Christensen, 1994.
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-30
Organizational dimensions which influence the relationship
between buyer and seller
Characteristics of
each firm’s technology
Complexity of
products sold
Relationshipcharacteristics
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-31
Relationship development phases
Awareness
Exploration
Expansion
Commitment
Dissolution
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-32
Figure 13.7 The five-phase relationship model
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-33
Causes of Dissolution
Operational and cultural differencesIncompatibility among other employeesLack of capacity among other employeesOpposition from people in power below
CEOsTermination of personal relations
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-34
What is this?
What term is used to describe action on the part of the buyer to search for a supplier that is able to fulfill his or her needs?
Reverse marketing
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-35
Changes in the purchasing function
Reduction in the number of subcontractorsShorter product life cyclesUpgraded demands on subcontractorsPurchase that no longer just serves the
purpose of getting lower prices
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-36
Routes of internationalization
Route 1: Follow domestic customers
Route 2: Internationalization through supply chain of MNC
Route 3: Internationalization in cooperation with domestic or foreign suppliers
Route 4: Independent internationalization
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-37
Mazda splits its seat purchases between
Delta Kogyo and Toyo Seat Company
Source: http://www.deltakogyo.co.jp/english/index.html
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-38
What is this?
What term refers to the complex international activity involving supplies or deliveries that contain a combination of hardware and software, which upon delivery, will constitute an integrated system that is able to produce the products the buyer requires?
Project export
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-39
Software in project exports
Software includes know-how and service.
Three types of know-how:TechnologyProjectManagement
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-40
Possible buyers in project exports
Multilateral organizations
Bilateralorganizations
Governmentinstitutions
Private persons or firms
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-41
Buyer-seller relationships, contractor perspective
Advantages Flexibility Cheaper sources Focus on in-house
competences Complement to product
range New ideas for product
innovation
Disadvantages Questionable availability
of suitable subcontractors Less stable than in-house
production Less control Potential to prepare
competition Quality concerns
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-42
Buyer-seller relationships, subcontractor perspective
AdvantagesAccess to new export
marketsExploit economies of
scaleLearn product
technologyLearn marketing
practices
DisadvantagesRisk of dependence
on contractor
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-43
Eaton: A case study
What are Eaton’s key challenges in establishing long-term relationships with its new global OEM-customers?
Why is the fast-changing marketing environment so crucial to Eaton’s international marketing plan?
What makes Eaton’s channel management challenging? Why does the company continue to sell through multiple global channels?
Requires web access
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-44
For discussion (1)
What are the reasons for the increasing level of outsourcing to international subcontractors?
Explain the shift from seller to buyer initiative in subcontracting.
Hollensen, Global Marketing 4e, © Pearson Education 2008 13-45
For discussion (2)
Explain the main differences between the US and the Japanese subsupplier systems.
How are project exports/turnkey projects different from general subcontracting in the industrial market?
Project export is often characterized by a complex and time-consuming decision-making process. What are the marketing implications of this for the potential sub-contractor?