The Quest for One-ness: An MNE's journey
Keywords:
process integration, one supply chain, global strategy, one firm, business process management, synergy.
Abstract
Customers of multinational enterprises (MNEs) exist almost everywhere. Cross-border B2C e-commerce is expected to double by 2022 according to Forrester Research. How do MNE's efficiently leverage their brand in a uniform front across products and geographic markets? How do they assure that the culture behind the brand looks the same to a customer regardless of where they engage the company? The author shows how a one-ness strategy was applied in an MNE case study. The author extracts twenty propositions from the findings in this case and ultimately guides a discussion on an efficacious unified culture. Absent this understanding, the risk of revenue loss is enhanced significantly.
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2018-09-29
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