As competition intensifies, global standardization strategies and transnational strategies tend to become less viable, and managers need to direct their companies toward either an international strategy or a localization strategy.

Question

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International strategy may not be viable in the long term, and to survive, firms need to shift toward a global standardization strategy or a transnational strategy in advance of competitors. The same can be said about a localization strategy.

As Competition Intensifies, Global Standardization Strategies and Transnational Strategies Tend