Making Global Strategies Work

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It is hardly a novel insight that global competitive forces compel multinationals to fully leverage the distinctive resources, knowledge, and expertise residing in their subsidiary operations. Questions of what are “winning” global strategic moves for the modern multinational have increasingly intoxicated international executives.1 Yet for all the fanfare about global strategies and their increasingly undeniable link to multinational success, little has been said or written about how to make global strategies work. The key question we address here is just that: What does it take for multinationals to successfully execute global strategies?

Our research results paint a striking picture of the importance of the strategy-making process itself for effective global strategy execution. Over the last four years, we have done extensive research to understand how multinationals can successfully implement global strategies. Because subsidiary top managers are the key catalysts for, or obstacles preventing, global strategy execution, we asked them directly just what it was that motivated them to execute or to defy their companies’ global strategic decisions.

Subsidiary top managers were quick to rattle off a series of well-established implementation mechanisms: incentive compensation, monitoring systems, and rewards and punishments. They were equally quick to add that they did not believe these control mechanisms alone to be either sufficient or that effective. The general consensus was that these mechanisms were not particularly motivating and were easy to dodge and cheat. Even more recurrent in our discussions, however, were the dynamics of the global strategic decision-making process itself. When deciding whether or to what extent to carry out global strategies, subsidiary top managers accorded great importance to the way in which those strategies were generated. Their overriding concern involved a deceptively simple though evidently profound principle: due process should be exercised in the global strategic decision-making process.

In practical terms, due process means: (1) that the head office is familiar with subsidiaries’ local situations; (2) that two-way communication exists in the global strategy-making process; (3) that the head office is relatively consistent in making decisions across subsidiary units; (4) that subsidiary units can legitimately challenge the head office’s strategic views and decisions; and (5) that subsidiary units receive an explanation for final strategic decisions.

In short, we observed that, in the absence of these factors, subsidiary top managers were often upset and negatively disposed toward resulting strategic decisions. However, in the presence of these factors, the reaction was just the reverse.

References (69)

1. For an excellent review of the literature on global strategy, see:

S. Ghoshal, “Global Strategy: An Organizing Framework,” Strategic Management Journal 8 (1987): 425–440.

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Acknowledgments

Special thanks are due to Sumantra Ghoshal, Philippe Haspeslagh, and Michael Scott Morton. Their comments greatly improved this paper. Special thanks are also due to INSEAD, especially Associate Dean Yves Doz, for generous financial support of this research.

Reprint #:

3431

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