MANAGEMENT INTERNAZIONALE

2012-2013

Prof. Mario Carrassi

Introduzione

1

Definition of International Management

• International management is defined as a process of accomplishing the global objectives of a firm by:

• effectively coordinating the procurement, allocation, and utilization of the human, financial, intellectual, and physical resources of the firm across national boundaries

• effectively charting the path towards the desired organizational goals by navigating the firm through a global environment that is not only dynamic but often very hostile to the firm’s survival.

AMBITO DI RICERCA DEL MANAGEMENT INTERNAZIONALE

ECONOMIA INTERNAZIONALE

MARKETING INTERNAZIONALE

tecniche di marketing e di gestione delle relazioni con i sistemi di distribuzione nazionale ed internazionale

teorie e approcci per lo studio dei rapporti economici tra paesi diversi

STRATEGIA AZIENDALE

gestione strategica, commerciale e organizzativa nelle imprese che operano nei mercati nazionali ed internazionali

MANAGEMENT INTERNAZIONALE

gestione manageriale dell'impresa nei processi di internazionalizzazione e di globalizzazione

SISTEMA DI SCELTE ED AZIONI CHE CONSENTE ALL’AZIENDA DI RAGIUNGERE E DI MANATENERE SIMULTANEAMENTE E DINAMICAMENTE UN POSIZIONAMENTO SUL MERCATO DI SBOCCO, SUI DIVERSI MERCATI DI APPROVVIGIONAMENTO DEI FATTORI DI PRODUZIONE E RISPETTO AI SUOI PRINCIPALI STAKEHOLDERS. TALE DA ASSICURARLE UN VANTAGGIO COMPETITIVO DIFENDIBILE ED IL CONSEGUENTE RAGGIUNGIMENTO DEI TRE ORDINI DI EQUILBRIO:

ECONOMICO, FINANZIARIO, PATRIMONIALE

- PRINCIPIO DI ECONOMICITA’ -

REQUISITI DI UNA STRATEGIA EFFICACE

Indicare la direzione di marcia da seguire tanto nell’immediato quanto nel medio periodo

Generare un tensione alla realizzazione della stessa.

E’ indispensabile che la strategia sia efficacemente comunicata ai diversi interlocutori della cui collaborazione e consenso l’impresa ha bisogno.

Strategia aziendale

• Ricerca un equilibrio dinamico nelle componenti:

economiche, finanziarie e patrimoniali dell’azienda

• Ricerca l’ottimizzazione delle relazioni con gli Stakeholders

• Ricerca l’equilibrio simultaneo nei diversi mercati anche attraverso la delocalizzazione spaziale della catena del valore

• Determina le condizioni per la sopravvivenza o per lo sviluppo dell’impresa

• Scelte di fondo e non contingenti

• Determina il posizionamento nel mercato domestico ed in quello internazionale e crea l’Immagine dell’azienda

• Sistema di scelte

STRATEGIA AZIENDALE

Capacità di soddisfare i bisogni dei clienti

Capacità di rispondere alle attese degli

Stakeholders

INNOVAZIONE

Dimensione Economica

Dimensione

competitiva

Dimensione sociale

Economicità

DIMENSIONI DI SVILUPPO SOSTENIBILE

FORMULA IMPRENDITORIALE PIENAMENTE VALIDA

Successo Competitivo

Successo economico-finanziario

Successo sociale

Successo organizzativo

Una strategia efficace realizza l’equilibrio simultaneo di tutte le variabili

Business Sustainability

Le strategie di sviluppo dell’impresa

Crescita della quota di mercato

Superamento di barriere all’entrataFacilità di finanziamento

Convenienza

Crescita interna

Attuata attraverso investimenti in fattori a fecondità semplice o ripetuta, finanziati con il ricorso a mezzi di origine esterna o all’autofinanziamento

Attuata mediante aggregazione che si traducono in forme di integrazione (fusioni, acquisizioni) o in forme di cooperazione non competitive (alleanze ed accordi interaziendali)

Crescita esterna

Atmosfera di cambiamento positiva per l’organizzazione

Ottimizzazione della localizzazione

Acquisizione di nuova tecnologia

Rapidità

Sviluppo monosettoriale

Sviluppo polisettoriale

Sviluppo internazionale

Sviluppo verticale

Sviluppo multinazionale della gestione

Conglomerativa

Sviluppo orizzontale

Sviluppo internazionale del mercato

Le strategie di sviluppo dell’impresaEconomie di costo

Economia di scala manageriali, organizzative e finanziarie

Economie di scopo

Diversificazione del rischio

Integrazione a monte

Integrazione a valle

Nuovi prodotti per i mercati tradizionali

OrizzontaleStrategie di diversificazione

Concentrica

Costituita da società facenti capo ad un’impresa dominante la cui espansione avviene mediante la partecipazione, il controllo e la gestione di imprese operanti in altri Stati

Nuovi prodotti con sinergie di marketing e/o tecnico-produttive, ingresso in nuovi mercati

Sviluppo di attività non correlate con le attuali in termini di prodotti, mercati e tecnologie

Espansione in altri Paesi con gusti dei consumatori omogenei

Globalization

1

the trend towards a more integrated global economic system

Globalization

Effects of globalization can be seen everywhere:

• the cars people drive• the food people eat• the jobs where people work • the clothes people wear

Globalization

WHAT IS GLOBALIZATION?

Globalization refers to the shift towards a more integrated and interdependent world economy.

Globalization

The Globalization of Markets

Globalization of markets: the fact that in many industries historically distinct and separate national markets are merging into one huge global marketplace in which the tastes and preferences of consumers in different nations are beginning to converge upon some global norm.

Examples:

Sony Playstation Citicorp credit cards

Coca-Cola McDonald's hamburgers

Globalization

The Globalization of Production

Globalization of production: the tendency among many firms to source goods and services from different locations around the globe in an attempt to take advantage of national differences in the cost and quality of factors of production (such as land, labor, capital, and energy), thereby allowing them to compete more effectively against their rivals.

Examples:

Globalization

THE EMERGENCE OF GLOBAL INSTITUTIONS

Global institutions:

• help manage, regulate, and police the global market place

• promote the establishment of multinational treaties to govern the global business system

Globalization

Examples of Global Institutions:• World Trade Organization (WTO): responsible for policing the world trading system and ensuring that nations adhere to the rules established in WTO treaties• International Monetary Fund (IMF): maintains order in the international monetary system • World Bank: promotes economic development • United Nations (UN): maintains international peace and security, develops friendly relations among nations, cooperates in solving international problems and promotes respect for human rights, and is a center for harmonizing the actions of nations

Globalization

DRIVERS OF GLOBALIZATION

Two macro factors underlie the trend toward greater globalization:

• Declining trade and investment barriers

• The role of technological change

Globalization

Declining Trade and Investment Barriers

• After WWII, the industrialized countries of the West began the process of removing barriers to the free flow of goods, services, and capital between nations

• Under GATT, over 100 nations negotiated further decreases in tariffs and made significant progress on a number of non-tariff issues

Globalization

• Under the WTO, a mechanism now exists for dispute resolution and the enforcement of trade laws, and there is a push to cut tariffs on industrial goods, services, and agricultural products

• Removal of barriers to trade has contributed to increased international trade (the export of goods or services to consumers in another country), world output, and foreign direct investment (the investing of resources and business activities outside a firm’s home country)

Globalization

The volume of world trade and investment has accelerated since the early 1980s.

Globalization

The Role of Technological Change

The lowering of trade barriers made globalization of markets and production a theoretical possibility, technological change made it a tangible reality.

Globalization

• Microprocessors and Telecommunications: Major advances in communications and information processing have lowered the cost of global communication and therefore the cost of coordinating and controlling a global organization

• The Internet and the World Wide Web: Web-based transactions have grown from virtually zero in 1994 to nearly $7 trillion in 2004 . In 1990 - 1 million users, by 1995 - 50 million users, by 2007 - 1,3 billion users are connected to internet.

• Transportation Technology: the most important developments are probably development of commercial jet aircraft and super freighters and the introduction of containerization, which greatly simplifies trans-shipment from one mode of transport to another

Globalization

Implications for the Globalization of Production

• Improvements in transportation technology have enabled firms to better respond to international customer demands•Dispersal of production to geographically separated locations became more economical

Globalization

Implications for the Globalization of Markets

• Electronic global marketplace • Managers today operate in an environment that offers more opportunities, but is also more complex and competitive than that of a generation ago • Reduction of cultural distance between countries and some convergence of consumer tastes and preferences.

Globalization

THE CHANGING DEMOGRAPHICS OF THE GLOBAL ECONOMY

In the 1960s:

• the U.S. dominated the world economy and the world trade picture • U.S. multinationals dominated the international business scene • about half the world-- the centrally planned economies of the communist world-- was off limits to Western international business

GlobalizationThe Changing World Output and the Changing World Trade Picture• In the early 1960s, the U.S. was the world's dominant industrial power accounting for about 40.3 percent of world manufacturing output • By 2007 the United States accounted for only 20.7 percent• Rapid economic growth is now being experienced by countries such as China, Thailand, and Indonesia• Further relative decline in the U.S. share of world output and world exports seems likely• Forecasts predict a rapid rise in the share of world output accounted for by developing nations such as China, India, Indonesia, Thailand, and South Korea, and a decline in the share by industrialized countries such as Britain, Japan, and the United States

Globalization

The changing picture of world output and trade

Globalization

The Changing Foreign Direct Investment Picture

• The share of world output generated by developing countries has been steadily increasing since the 1960s• The stock (total cumulative value of foreign investments) generated by rich industrial countries has been on a steady decline• There has been a sustained growth in cross-border flows of foreign direct investment• The flow of foreign direct investment (amounts invested across national borders each year) has been directed at developing nations especially China

Globalization

The stock of FDI by the world’s six most important national sources.

Globalization

The Changing Nature of Multinational Enterprises

A multinational enterprise is any business that has productive activities in two or more countries.

The Rise of Mini-Multinationals • The number of mini-multinationals (small and medium-sized companies) is on the rise

Globalization

• Expect the growth of new multinational enterprises (any business that has productive activities in two or more countries) from the world's developing nations

The Rise of Mini-Multinationals

• The number of mini-multinationals (small and medium-sized companies) is on the rise

GlobalizationThe Changing World Order

• The collapse of communism in Eastern Europe represents a host of export and investment opportunities for Western businesses• The economic development of China presents huge opportunities and risks, in spite of its continued Communist control• Mexico and Latin America also present tremendous new opportunities both as markets and sources of materials and production• Firms must be aware that while the more integrated global economy presents new opportunities, it also could result in political and economic disruptions that may throw plans into disarray