Many factors affect whether customer needs are similar in different countries. These comparative rankings are approximate only and will also change with time.Common Customer NeedsCommon customer needs represent the extent to which customers in different countries have the same needs in the product or service category (or the group of products and services) that defines an industry. As illustrated in Exhibit 2-1, different industries have different levels of market globalization drivers. These drivers affect the use of all five global strategy levers. That is why it is important to understand how industry globalization drivers affect the threat of entry and rivalry among existing competitors.MARKET GLOBALIZATION DRIVERSMarket globalization drivers-common customer needs, global customers, global channels, transferable marketing, and lead countries-depend on the nature of customer behavior and the structure of channels of distribution. Each key industry globalization driver affects the potential use of global strategy levers (global market participation, global products. These industry conditions can be grouped in four categories of globalization drivers: market, cost, government, and competitive. Here we will examine each driver in more depth.To achieve the benefits of globalization, the managers of a worldwide business need to recognize when industry conditions provide the opportunity to use global strategy levers. Yip’s Total Global Strategy)Industry globalization drivers are the underlying conditions in each industry that create the potential for using global strategy.

George Yip Globalization Drivers DownloadĭIAGNOSING INDUSTRY GLOBALIZATION POTENTIAL(Excerpts from G.

Yips drivers of globalisation tesco