Una Compañia Verdaderamente Global - Inglés

How to Be a Truly Global Company
C.K. PRAHALAD AND HRISHI BHATTACHARYYA

The article offers a new perspective about globalization and industries that have to grow in the scenario we face now aday. Its not enough anymore to choose the strategy you are Best suited for or already been adopting in the last years and focus on that. Once the world presents more opportunities it also increases thedegree of competition, and companies need to once again go one step further if they want to stay in the lead.
In the same way that as professionals we are now expected to have abilities in manydifferent areas in order to succeed, the same could be applied to industries. “Skillful companies can integrate three strategies — customization, competencies, and arbitrage — into a better form oforganization.” Says the author, but how can companies manage to do that without loosing focus and operating in a counterproductive way?
The business model proposed in the article seems to be a solution toboth control and expand business in a large scale but still in a sustainable form: by adopting the hub strategy. It is intended to, in this way, be able to target both countries from the“industrialized world” as well as counties from the “emerging markets”. This is great for any company, because it doesn’t have to choose between focusing on established markets or investing in upcoming markets,which can be very promising but require a lot of adaptations to please the new costumers.
The hub strategy consists basically of operating in diverse core offices, or hubs, in the key countries of theoperation areas; instead of keeping the decisions centered in a single mains office. This way, each hub will be able to manage the specific needs and best suited strategy for that area that will bedifferent from the next one, having better developed actions and more specialized and familiarized personnel. Its shown that with just a few countries its possible to reach everywhere in the globe,...