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Essay / Research Paper Abstract
This 17-page paper discusses potential strategies for IKEA's entry into Brazil. Bibliography lists 5 sources.
Page Count:
17 pages (~225 words per page)
File: AS43_MTikeasoaf.rtf
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Unformatted sample text from the term paper:
transnational organization as hierarchical "entry mode" alternatives to the very centralized international marketing strategy that until now has been tightly controlled by IKEAs corporate headquarters. What are their characteristics? What
are their strengths and weaknesses compared to the centralized model? To answer this question, lets first examine what, exactly, transnational organizations and regional
headquarters are. A transnational organization is defined as one that "simultaneously pursues global efficiency, national responsiveness and knowledge development and exploitation on a worldwide basis" (What is a transnational organization?
2009). Operating as a transnational company geared toward global integration doesnt necessarily mean that the company ends up distributing the exact same
product or service in the exact same manner globally (What is a transnational organization? 2009). What it does mean is that decisions in terms of customer needs, market differentiation or
manufacturing are made by managers who have a definite global point of view (What is a transnational organization? 2009). Without these factors -
globalization, national responsiveness and knowledge development - the organization operates either as a multi-domestic (what well also call regional headquarters) or as whats known as a mega-national (What is a
transnational organization? 2009). The definition of the mega-national fits IKEA well; its a company that continues to retain tight control of strategic information and decisions at its global hub (which
is typically centralized in the home country of the organization); furthermore the mega-national is known for selling standardized products, with overseas operations considered little more than delivery pipelines to international
markets (What is a transnational organization? 2009). IKEA has used the mega-national model quite effectively since it went international; the huge upside of this particular model is that the home
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