Bartlett and Ghoshal have identified three organizational strategies for international firms. These are: (1) a global strategy treats the world as a single market; (2) a multinational strategy treats the world as a portfolio of national opportunities; and (3)
A) a "regcal" strategy standardizes broad brand concepts but customizes for regional differences.
B) a "glocal" strategy standardizes certain elements and localizes other elements.
C) the marketing strategy identifies those elements assigned to a country and uses those elements plus corporate's contribution in the marketing plan.
D) a local strategy standardizes all of the local elements.
E) assumes that there are no "local" or multinational differences in formulating the marketing mix.

Question

Quizplus · Accepted Answer

The third organizational strategy identified by Bartlett and Ghoshal is a "glocal" strategy which standardizes certain elements and localizes other elements. This means that while some aspects of the organization's operations and marketing may be standardized across different national markets, other aspects may be adapted to suit local market conditions and consumer preferences. Option A describes a "regcal" strategy which is not one of the strategies identified by Bartlett and Ghoshal. Option C describes a specific aspect of the marketing strategy rather than an organizational strategy. Option D describes a local strategy which would not be appropriate for an international firm. Option E is incorrect because Bartlett and Ghoshal have explicitly identified three different organizational strategies.

Bartlett and Ghoshal Have Identified Three Organizational Strategies for International