Our Approach to Glocal Strategy Development

1
Our Approach to Glocal Strategy Development

• Professor Yuwei Shi
• Fisher Graduate School of International Business
• The Monterey Institute

2
The key to glocal strategy
Glocalization inspiration and challenge of client

• Define initial conditions
• Vision
• Core product/service
• Strategy
• Choose target markets
• Market potential
• Leverage potential
• Innovation potential

Glocal Core team

• Glocal strategies
• Engineering
• Inventing

• Construct GOLD
• Markets survey
• GOLD plots

• Generate variations
• Focus group study
• Brainstorm

Glocalization knowledge base
Global network of associates
3
Engineering glocal strategies
Typical distributions of preferences/concerns
across countries
Global endorsement
Global objection
Partial endorsement
Partial objection
-4
-5
-3
-2
-1
0
1
2
3
4
5
Preference/Concern
4
Engineering glocal strategies
The GOLD Matrix
Endorse
General Orientation
Oppose
Low
High
Location Discord
5
Inventing glocal strategies
Shifting preference/concern distributions toward
global endorsement
Global endorsement
Global objection
Partial endorsement
Partial objection
-4
-5
-3
-2
-1
0
1
2
3
4
5
Preference/Concern