본원적 경쟁 전략 관점에서 본 국제기업의 효과적인 통상전략에 대한 연구

A study on the effective commerce strategy of the global company based on three generic strategies

The notion underlying the concept of generic strategies is that competitive advantage is at the heart of any strategy, and achieving competitive advantage requires a firm to make a choice. However, now days, the world environment is changing fast. So if possible, it require global company to achieve cost leadership and differentiation simultaneously based on situation to attain the successful trade. If a firm can achieve cost leadership and differentiation simultaneously, the rewards are great because the benefits are additive-differentiation leads to premium prices at the same time that cost leadership implies lower costs. The most important thing is to make the harmony between the cost leadership( the glottalization strategy) and differentiation(the localization strategy) according to the changing environment.