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Essay on Multi-domestic Strategy of McDonald's Multi-local Operations
Among the myths about multi domestic and multi local strategy is the assumption that it means integration across international operations that causes a loss of country identity and dissociation of product lines from their local context, as they report to global product managers. It also shows that tapping the power of global brands often requires acknowledging country differences and respecting local norms--thus strengthening, rather than weakening, the local country unit and enhancing relationships across functions and divisions within it.
Global processes must be tailored to local cultures. Many M&A experts in the U.S. have cited speed as a key element of successful integration. Two such experts write that "fast track integration ensures that anticipated gains are realized as soon as possible. Shaving one month off the integration timetable can generate millions of dollars for the bottom line of the combined organization." (Kroc, Anderson, 1987)
Managing globalization means managing change, and handling a variety of human issues connected with local settings. Defining global strategy is a high-level corporate function that can be done for the whole corporation with a single plan. But operationalizing it means managing multiple changes in multiple places. For all its strategic importance and global significance, successful integration was about dealing with people and managing resistance to change--and the nitty-gritty basics mattered (Kahn, 1998).
Globalization is often wrongly seen as bringing uniformity (usually American) to every country, a sort of McStandardisation. In fact, successful global companies do not operate in this way. Successful companies are those whose products and brands are appropriate adaptable to the many diverse market conditions and desires of local consumers. The company may be multinational but its approach is multi-local (Kochan, 1997).
Community programmes can play a big role in helping companies to be more culturally sensitive and locally attuned. Taking McDonald's....
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