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Managing Across Borders: New Strategic Requirements
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By Christopher A. Bartlett and Sumantra Ghoshal
Summer 1987
Reprint 2841
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Volume 28, Number 4, pages 7-17, 11 pages
Primary Topic: Corporate Strategy
Secondary Topic: Global Business
SummaryInternational businesses faced new strategic challenges in the 1980s. Corporations that had once succeeded with relatively one-dimensional strategies -- efficiency, responsiveness, or ability to exploit learning -- were forced to broaden their outlook. Successful "transnational" corporations integrated all three of those characteristics. They did so by building on the strengths -- but accepting the limitations -- of their administrative heritages. This is the first of two articles; the second will describe how actual companies made that transition. |
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